Keyword Quality Score has a tremendous impact on the success and costs of pay-per-click marketing campaigns. High keyword quality scores reflect the effectiveness of your actions and mean you end up paying less for further exposure.

When beginning a campaign, it is important to get the best ad position possible. Higher position equates to a higher click through rate for a specific search query. A common misconception in the field is you simply have to pay more per click to get to the top. Ad position is based on what Google coins “Ad Rank”. There are two major factors that determine the rankings, which includes the amount you bid and “Quality Score”. Having the latter will allow you to maintain a higher Ad Rank for less money.

Google defines quality score as “a dynamic variable calculated for each of your keywords. It combines a variety of factors and measures how relevant your keyword is to your ad text and to a user’s search query”.

These steps can aid the improvement of quality score:

Group Keywords

Once you’ve constructed a master list of keywords, pay attention to the themes that emerge. Group keywords by theme into different ad classifications, which may fall under product type, offering, attribute, location, etc. As you formulate these groups, think about how the keywords are going to complement your ads. In addition, if negative keywords apply to certain themes, make sure to place them within the same group.

Create Relevant Ads

For each group, it is of paramount importance that you create relevant material. Once you complete this, you’ll get a glimpse of who is searching, why they are searching, and what they are searching for. Use these statistics to create applicable ads. Another thing you should take note of is to utilize dynamic keyword insertion in your ads. Just be sure that your ad is still on point and doesn’t look artificial. Good keyword grouping alongside compelling ads is more likely to spark big gains in click-through-rate, which is an essential element in quality score.

Split Test

It shouldn’t come as a surprise that some ads will perform much better than others. It’s important to run two ads at the same time and closely assess if they deliver the goods properly. One thing you can do is verify if your ad serving setting is set to “Rotate: Show ads more evenly”. This assures that google doesn’t alter your statistics by serving up better ads frequently.


When you create your landing page, make sure that the contents of your page house relevant topics that work parallel with your keywords and ad copy. Check if your keywords are carried through to title tags, headers, and content. To authenticate the relevance enter the landing page URL into Google’s keyword tool or other keyword tools for guidance. If the keywords they are suggesting don’t hit the topic, make the necessary changes as needed.

Bait and Switch

One action that you should always avoid is the bait and switch. Make sure that you convey content people expect to find. Even if all of your provided keywords, ad copy and landing page content are relevant, if your viewers don’t see what they though they are getting, they will most likely flee. High bounce rate is another element that may wear down a high-quality score.

Crystal-Clear Content

It’s good to mix things up once in a while when producing content. This goes for both information and aesthetic features of the landing pages. However, it is also vital to limit the use of fancy materials. People don’t typically read text on the web, what most do is scan the content. A graphics-intensive page may slow down loading and will tend to drive away interest.

Avoid Bad Performance

After you have acquired all data, ensure that you correct all aspects that limit performance. Poor results will negatively affect future quality score, hence, it is imperative to pinpoint the weak links in your campaign and take action right away.


Finally, consistency is the key to success. Pay-per-click advertising isn’t a passive activity that will yield you earnings once established. It is principal to implement analytics and constantly monitor on your campaign performance. Getting in the habit of overlooking key metrics will aid the tracking of problems quickly. Continuous improvement will emphatically hedge quality score, lower campaign costs, and increase conversions.