Definition
Quality Score is Google’s diagnostic 1–10 rating at keyword level. It reflects expected click-through rate, ad relevance and landing page experience. The score is not a direct auction input.
Also called: Quality Score, QSPlacement is decided in the auction.
Eligibility
The ad needs to meet requirements and be relevant to the opportunity.
Ad Rank
Bid, quality, thresholds, competition, context and expected asset impact are assessed.
Impression
The result determines whether and where an ad can be shown.
01The ad needs to meet requirements and be relevant to the opportunity.
Use the score to identify improvements
Examine the three components to find problems in the relationship between keyword, ad and landing page.
The auction uses quality assessed in context alongside other factors. Improving the displayed 1–10 number alone does not guarantee lower CPC or a better position.
Further documentation
Google — Quality ScoreFrequently asked questions
Is Quality Score directly included in Ad Rank?
No. The displayed score is diagnostic. Ad quality is assessed separately at auction time.
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About the author
Malthe Ærbo Weibeck
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
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