How Quality Score Works
Google reports Quality Score at the keyword level using expected click-through rate, ad relevance and landing-page experience. It is a diagnostic column, not a direct input that is simply multiplied into every auction.
A Simple Example
A keyword with below-average ad relevance may need tighter ad copy or a better-aligned ad group. A weak landing-page rating points to a different problem.
Why Quality Score Matters
Its components help locate relevance problems that may raise costs or reduce visibility.
Common Misreading
Do not optimize for the number alone. Auction-time signals and business results matter more than turning every keyword into a 10.
Continue with the practical guide
The glossary gives you the definition. The guide covers the decisions and implementation in more depth.
Read the full Quality Score guide →