Does Google Ads Quality Score Change? [The Dynamic Factor]

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Ever wondered about the dynamics of Google Ads Quality Score and its impact on your campaigns? This important metric, a reflection of ad relevance based on user experience, is vital for effective advertising.

Our comprehensive guide offers insights into how this score changes based on various factors and strategies to maintain a high rating. Read on to uncover the mystery behind Google Ads Quality Score and boost your campaign success!

Key Takeaways

  • The Google Ads Quality Score is a metric that evaluates the relevance and quality of ads and keywords.
  • Factors that affect Quality Score include click – through rate, ad relevance, landing page experience, expected clickthrough rate, ad performance, account success, campaign success, advertiser bids, and keyword relevance.
  • A high Quality Score can lead to lower costs per click (CPCs), improved ad rankings and visibility, increased ad eligibility in auctions, improved campaign performance and user experience.
  • Misconceptions about Quality Score include thinking that changing match types alters the score or that pausing ads or keywords hurts it. It’s also not true that display and search Quality Scores don’t affect each other or deleting/restructuring low QS elements erases their history.
  • To improve Quality Score: optimize keywords; improve ad relevance; enhance landing page experience; increase expected click-through rate (CTR); monitor campaign performance; test different ad variations; stay competitive with bidding; use negative keywords.

Understanding the Google Ads Quality Score

The Google Ads Quality Score is a metric used to evaluate the relevance and quality of ads and keywords.

Types of Quality Score

There are different types of Google Ads Quality Score. First, there is the Keyword Quality Score. It rates how relevant your keywords are. The second type is the Ad Group Quality Score. This score shows how good your ad group is based on the user experience. The third type is the Campaign Quality Score. It tells you how well your campaign is doing. Lastly, we have the Account Quality Score. This score helps you understand your overall ad relevancy across all campaigns in an account. Understanding these types helps advertisers better plan their ad strategies for improved performance and success in ad campaigns.

Factors that affect Quality Score

Factors that affect Quality Score are:

  • Click-through rate (CTR): A higher CTR indicates that your ad is relevant and engaging to users, which improves your Quality Score.
  • Ad relevance: The relevance of your ad to the search query or keyword affects your Quality Score. Ensure that your ad aligns with the user’s intent.
  • Landing page experience: Google evaluates the user experience of your landing page. It should be relevant, easy to navigate, and provide valuable information to users.
  • Expected clickthrough rate: This is an estimate of how likely your ad will be clicked on based on its position and relevance. A higher expected clickthrough rate leads to a better Quality Score.
  • Ad performance: Google considers how well your ads have performed in the past when evaluating Quality Score. High-performing ads improve your score.
  • Account success: The overall performance and success of your Google Ads account can impact Quality Score. Consistently delivering high-quality campaigns can lead to a better score.
  • Campaign success: Individual campaign performance also influences Quality Score. Well-optimized campaigns that meet users’ needs contribute to a higher score.
  • Advertiser bids: The amount you bid for keywords in relation to competitors’ bids affects Quality Score. Higher bids may lead to better positions and improved scores.
  • Relevance: The relevance of keywords within an ad group contributes to Quality Score. Ensure that keywords closely match the content of your ads and landing pages.

The Importance of Quality Score

A high Quality Score is beneficial for advertisers, as it can lead to lower CPCs, improved ad visibility, and higher ad rankings.

Benefits of a high Quality Score

A high Quality Score in Google Ads has several benefits for advertisers. These include:

  1. Lower costs: With a higher Quality Score, you can achieve lower costs per click (CPCs). This means you can get more clicks for the same budget, maximizing the return on your investment.
  2. Better ad rankings: Google rewards ads with high Quality Scores by giving them higher positions on the search engine results page. This increases visibility and allows you to reach more potential customers.
  3. Increased ad eligibility: A higher Quality Score improves your chances of winning ad auctions, as it indicates that your ads are relevant and valuable to users. This means your ads are more likely to be shown to potential customers.
  4. Improved campaign performance: Ads with high Quality Scores tend to have better click-through rates (CTRs) and conversion rates. This leads to increased website traffic, more qualified leads, and ultimately higher sales or conversions.
  5. Enhanced user experience: Google’s focus is on delivering a positive user experience, and a high Quality Score ensures that your ads are relevant and useful to users. This improves their overall experience with your brand.
  6. Account success: Achieving high Quality Scores across your campaigns demonstrates your ability to create compelling and relevant ads. This can contribute to overall account success by building trust with Google and improving the performance of future campaigns.

Consequences of a low Quality Score

A low Quality Score can have negative consequences for your Google Ads campaign. Here are some consequences to be aware of:

  1. Higher costs: A low Quality Score can result in higher CPCs (Cost Per Click), meaning you’ll have to pay more for each click on your ads.
  2. Decreased ad visibility: With a low Quality Score, your ads may appear lower on the search results page or even not appear at all, reducing their visibility to potential customers.
  3. Limited reach: A low Quality Score can limit the number of impressions your ads receive, reducing their exposure to relevant audiences.
  4. Poor performance: Ads with a low Quality Score tend to achieve lower click-through rates (CTRs), which means fewer people are clicking on your ads and visiting your website.
  5. Missed opportunities: When your ads don’t perform well due to a low Quality Score, you may miss out on potential conversions and sales.
  6. Wasted budget: If your Quality Score is low, you may be wasting money on clicks that are unlikely to result in valuable actions or conversions.

Common Misconceptions about Quality Score

Many advertisers believe that changing match types alters their Quality Score, or that pausing ads or keywords can hurt their score. Another misconception is that display and search Quality Score don’t affect each other, or that deleting or restructuring low QS elements erases their history.

Myth: Changing match types alters Quality Score

Changing match types does not directly impact your Quality Score. Quality Score is determined by factors such as ad relevance, expected clickthrough rate, and landing page experience.

These factors are evaluated based on the user’s search query and the corresponding ad that is shown. When you change match types, it may affect the impressions and reach of your ads, but it won’t directly alter your Quality Score.

To improve your Quality Score, focus on optimizing keywords, improving ad relevancy, and enhancing the landing page experience for better performance in Google Ads auctions.

Myth: Pausing ads or keywords hurts Quality Score

Pausing ads or keywords does not negatively affect your Quality Score. This is a myth. Quality Score is based on the performance and relevance of your active ads and keywords, not the ones that are paused or removed.

So, if you have underperforming ads or keywords, it’s actually beneficial to pause them in order to focus on improving your overall Quality Score. Remember, the key factors that influence Quality Score are click-through rate (CTR), ad relevance, landing page experience, and keyword relevance.

By pausing low-performing elements and optimizing the high-performing ones, you can improve your account’s overall quality and increase your chances of success in Google Ads.

Myth: Display and search Quality Score don’t affect each other

Display and search Quality Score do affect each other. It is a myth to think otherwise. The same factors that influence search Quality Score, such as ad relevance, click-through rate, and landing page experience, also impact display Quality Score.

Google’s algorithm considers these factors when determining the quality of your ads for both search and display campaigns. So it’s important to optimize your ads and landing pages across all campaign types to improve both search and display Quality Scores.

Myth: Deleting or restructuring low QS elements erases their history

Deleting or restructuring low Quality Score (QS) elements does not erase their history. This is a common myth that advertisers believe, but it’s simply not true. Google takes into account the historical data of your ads and keywords when determining your QS.

So even if you delete or make changes to low QS elements, the historical performance will still be considered by Google.

The important thing to understand is that improving your QS requires more than just deleting or restructuring elements. You need to focus on optimizing keywords, enhancing ad relevance, and improving the landing page experience.

How to Improve Quality Score

Implementing best practices and strategies to improve Quality Score can greatly benefit your ad campaign. By focusing on ad relevance, clickthrough rate, and landing page experience, you can increase your Quality Score and ultimately drive better performance for your Google Ads.

Want to know the secrets to improving your Quality Score? Read more!

Best practices for better Quality Score

Improving your Quality Score is essential for successful Google Ads campaigns. Here are some best practices to help you achieve a higher Quality Score:

  1. Optimize your keywords: Choose relevant and specific keywords that align with your ad and landing page content.
  2. Improve ad relevance: Create compelling and relevant ad copy that matches the intent of the search query.
  3. Enhance landing page experience: Ensure that your landing pages provide valuable and easily accessible information related to the ad and keyword.
  4. Increase expected clickthrough rate (CTR): Craft enticing headlines, descriptions, and call-to-action buttons to encourage more clicks on your ads.
  5. Monitor campaign performance: Regularly review your campaign’s performance metrics to identify areas for improvement and optimization.
  6. Test different ad variations: Experiment with different ad formats, messaging, and visuals to find what resonates best with your target audience.
  7. Stay competitive with bidding: Adjust your bids strategically to maintain a competitive position in the ad auction.
  8. Use negative keywords: Exclude irrelevant search terms that may trigger your ads, which can help improve CTR and overall relevancy.

Strategies to quickly improve Quality Score

To quickly improve your Quality Score, consider implementing the following strategies:

  1. Optimize your keywords:
  • Conduct thorough keyword research to find relevant and high – performing keywords.
  • Remove low – performing or irrelevant keywords from your campaigns.
  • Group similar keywords together for better ad relevancy.
  1. Improve ad relevance:
  • Craft compelling and targeted ad copy that aligns with your keywords.
  • Use ad extensions to provide additional information and improve visibility.
  • Test different variations of your ads to find what resonates best with your audience.
  1. Enhance landing page experience:
  • Ensure that your landing pages are relevant and directly related to the keyword and ad copy.
  • Optimize landing page load times for a better user experience.
  • Make sure your landing pages are mobile – friendly and easy to navigate.
  1. Increase expected clickthrough rate (CTR):
  • Create enticing headlines that encourage users to click on your ads.
  • Use compelling call-to-action phrases in your ad copy.
  • Continuously monitor and optimize your ads for higher CTR.
  1. Optimize campaign settings:
  • Adjust bids based on performance data to improve ad rank.
  • Segment campaigns by theme or audience for more targeted messaging.
  • Exclude irrelevant search terms through negative keywords.


In conclusion, the Google Ads Quality Score is not a fixed number. It can change based on various dynamic factors such as ad relevance, click-through rate, and landing page experience.

Improving your Quality Score requires continuous optimization of your keywords, ads, and landing pages to ensure they are relevant and meet the expectations of users. By understanding the importance of Quality Score and implementing best practices, you can enhance your campaign’s performance and achieve better results in the ad auction.


1. Does Google Ads Quality Score change?

Yes, Google Ads Quality Score can change over time based on various factors that affect the relevance and performance of your ads.

2. What is the dynamic factor that affects Google Ads Quality Score?

The dynamic factor that affects Google Ads Quality Score includes changes in ad performance, keyword relevancy, landing page experience, and other factors determined by Google’s algorithm.

3. How does a change in Quality Score impact my ad campaign?

A change in Quality Score can impact your ad campaign by affecting your ad rank and cost-per-click (CPC). A higher Quality Score can lead to better ad placement and lower CPC, while a lower score may result in decreased visibility and higher costs.

4. Can I improve my ads’ Quality Scores?

Yes, you can improve your ads’ quality scores by optimizing keywords for relevance, improving landing page experience, creating compelling ad copy, and monitoring performance metrics regularly.

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