Jun 21, 2008 114 reads by Navneet Kaushal

According to Search Engine Roundtable at the Google Groups, the Google AdWords Pro, Sarah has stated some criteria that should be kept in mind, if you are looking for good Google AdWords quality score.

The critical factors are:

  1. CTR: The higher, the better.
  2. Account structure: Your keywords should be in "tightly themed ad groups."
  3. Landing Page Quality.
  4. Account history: Your average CTR.

Historical CTR of the display URLs in the ad group.

Here are a few excerpts from that thread at Google Groups:

"Can you throw some light on the various factors that affect the
quality score that you've come to know through experience?

I am a newbie here and am I asking for things too much too quickly too

Thank you.


"Hi Ekalaivan!

There are six main factors that help determine quality score.

  1. Click Through Rate (CTR). On a personal note, I think this is the most important because it really shows users' interest in your ad. At the end of the day, you want people to click on your ad and Google wants to show ads that are useful to the user. A high CTR is a great indicator that the ad is relevant and of interest to users searching
    on a given query.
  2. The Structure of the Account. Make sure all of your keywords are in tightly themed ad groups. This relates back to #1 because you want to make sure that your keywords trigger a relevant ad. Say for example, you had the keywords 'cookie gifts' 'cookie gift basket' 'cookie
    baskets' and 'cake delivery' in one ad group. Since all of these keywords will trigger the same ad text, it would be tricky to write a headline that encompassed both 'cookie gifts' and 'cake delivery.' If you break 'cake delivery' out into its own ad group, you can write a targeted ad text that will help increase your CTR.
  3. Landing Page Quality. In a nutshell, make your site the best it can
    be. (For more specific tips, please see https://adwords.google.com/support/bin/topic.py?topic=9356)
  4. Your Account History. This is measured by averaging the CTR of all of the keywords and ads in your account. (Tip: If you have keywords with some impressions but no click (0%CTR), delete or pause them to improve account quality).
  5. The historical CTR of the display URLs in the ad group.
  6. Other relevance factors.*

* I recognize this could be hundreds of other factors, but in my
experience, if you focus on the top five, you should be fine.

It isn't quick or easy, but if you take the time to really understand
the system, it will make your life a whole lot easier. And, to your
credit, getting to the heart of Quality Score is a great place to

Best of luck,

AdWordsPro Sarah "

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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