How to Improve Google AdWords Quality Score

A couple of weeks back, I attended a webinar on improving Quality Score of Google AdWords, hosted by WordStream, a search engine marketing software company. Quality Score is a numerical measure of how well your Google ads are performing, and is thereby used to determine your ad position as well as your cost per click. Quality Score could be broadly thought as a sum component of all these factors:

  • Click Through Rate (Number of Clicks/Number of Impressions)
  • Relevance of Ad to keywords
  • Landing Page
  • Other Factors

The next part of the webinar focused

on ways to achieve a better Quality Score. Some of the things you can do:

1. Showing ads only to targeted audience will bring down the number of times your ad is shown (impressions), and therefore improve your CTR. Some of the things you could do is filter out showing your ads by geography, day/night time (based on previous performance), making use of phrase/broad/exact search filters and implementing negative keywords for your campaign.

2. Write good quality ad text so that more people will click on your ads. For more information, check out this post on how to write good copywriting text.

3. Use targeted, long tail keywords and bind the keywords tightly to the ad text.


Maintain a good keyword density within your landing page.

The slides of the presentation are available here. Do you think there are more ways to optimize your AdWords performance? Do let us know in the comments section!

P.S: For more information on link building, social media and SEO/SEM check out our link building and SEO services.

2 Replies to “How to Improve Google AdWords Quality Score”

  1. Hi Iswarya,

    Couldn’t agree more that CTR is the most important factor in determining Quality Score. I’ve tried using keywords ads which don’t really match each other (poor relevance), but provided an enticing message, and the result was a strong CTR and a Quality Score of 7,8, 9 or 10.

    So if you notice keywords with poor Qualirty Scores, check your CTRs. Chances are they could do with some work.


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