The Quality Score in Google Adwords is the rating or score Google gives you on a keyword level. It is essentially a score letting you know how relevant your campaign is in relation to your keywords and it is based on a number of different factors such as ad relevancy, landing page relevancy and bounce rate. The Quality Score is an indication of the quality and relevance of your campaign from a user point of view.

Example: You own a website that sells socks and a customer that is specifically trying to locate striped socks clicks on your Ad.

The customer is directed to your product or category landing page and then completes the purchase.

The customer finds exactly what they are looking for, interacts with the page (i.e adds to basket, selects a product etc) and subsequently this means it is a good customer experience.

This would generate a high Quality Score for that related keyword.

Quality Score:

The higher your Quality Score, the better chance of appearing higher up the results, putting less importance on your bid prices.

Alongside your competitors, you could be bidding the least for your keywords but if your Quality Score is the highest, you could be appearing first.

Some campaigns could be paying the most and be lowest on the list because their quality score is low.

As you can see from the above, the quality scores in your campaigns is extremely important.

How to check your Quality Score:

Firstly, click on the Campaigns tab and select your campaign.

Then select the Keywords tab.

Look for Quality Score column in the statistics table.

(If it is not there then you can add this column to your table. You can do this by following these simple steps)

Click on the Columns drop-down menu in the toolbar above the statistics table.

Select Modify Columns



Select Attributes


Click on Add, next to Quality Score.

And the final step which is clicking Save.

You should now have a Quality Score column.

Any keywords which aren’t at 10, you can then click on the status speech bubble and Adwords will give you some indication as to what areas are contributing to your lower score.

Get your campaigns to 10/10 across the board and you could be enjoying the top spots and saving money on every click!


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