Every once and a while the digital marketing team here at emagine spends sometime together cross training in different topics. Don’t get me wrong, we know our stuff, but as the great Bill Nye once said, “Everyone you will ever meet knows something you don’t.” Today’s topic, Everything You Want to Know About Google AdWords. Yes it’s a broad topic, but the folks over at Unbounce and Trada covered some great points in their webinar about quality score and improving your quality score that we thought were worth sharing.

For those of you who are unfamiliar, quality score is the 1-10 score reported for each keyword in your account that is an estimate of the quality of your ads and landing pages. During the webinar they shared the following chart, breaking down the differed factors that may affect your quality score.

2015 Quality Score Factors

The key here is relevance and quality. In order to maintain a good quality score your keywords should be relevant to your ad copy, which should also be relevant to the search query, that takes you to a quality landing page. Google also looks at your ad’s history to estimate your expected CTR.

Why does quality score matter? Low quality score can result in a higher cost-per-click (CPC) and lower ad positions. Higher quality ads typically lead to lower costs and better ad positions.


Is your score suffering? Just like most things, given a little time and effort you can improve your score. Unbounce and Trada shared the following tips to help improve your quality score.

How to Improve Quality Score

In addition to what is mentioned in the chart, you’ll also want to make sure you’re A/B testing multiple ads and regularly reviewing your campaign performance.