Quality score
Advertising
Advertising
Quality score is Google's 1–10 estimate of how relevant your keyword, ad and landing page are. A higher score lowers your cost per click.
It's built from three parts: expected CTR, ad relevance for the keyword, and landing page experience. It's a diagnostic number, not a goal: it shows where the mismatch sits.
The biggest gains usually sit in the landing page. An ad about 'shopify migration' that lands on a generic services page scores structurally lower than a page covering exactly that topic.
Related terms
- CPCCPC is the price you pay per click on your ad. Your average CPC is ad spend divided by clicks.
- SEASEA is advertising in search engines: you pay to appear for queries, usually per click.
- Landing pageA landing page is where a visitor arrives from an ad, email or search result, focused on one question and one action.