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Performance Marketing
Quality Score
Learning Outcome
5
Analyze how better Quality Score gives competitive advantage
4
Learn practical ways to improve each component
3
Explain how Quality Score impacts ad rank and cost
2
Identify the key components: CTR, Ad Relevance, Landing Page
1
Understand what Quality Score is in PPC advertising
Quality Score is like a student’s report card
Every year, thousands of students apply for admission to St. Xavier's College in Mumbai
Quality Score is like a student’s report card
The college has limited seats and many applicants, so admission is not based only on the highest donation.
Instead, they evaluate every student on THREE parameters:
Academic Score
How well did the student perform in their board exams?
Relevance of Subject
Is the student applying for the right stream based on their background?
Extracurricular Record
Does the student have achievements beyond academics?
Quality Score is like a student’s report card
A student with 95% in Science was ranked lower than a student with 88% who had a Commerce background, strong communication skills, and relevant achievements
The student with the best overall profile —
not the richest student — got the best seat.
Google ranks ads based on Quality Score (CTR, relevance, landing page), not just highest bid—better quality can win top position at lower cost
Moral
Let’s Understand Quality Score
Two real estate agencies — DreamHome and PropKing
They were both running Google Search Ads in Pune targeting the keyword "2BHK flats for sale in Pune."
Let’s Understand Quality Score
Maximum CPC Bid: ₹120
Maximum CPC Bid: ₹80
Quality Score: 3/10
Quality Score: 9/10
Ad Rank: 120 × 3 = 360
Ad Rank: 80 × 9 = 720
Ad Copy:
"Buy Flats in Pune - Call Now"
Ad Copy: 2BHK Flats in Pune | ₹45L+ | Free Site Visit — Book Now
Landing Page: Homepage with no mention of 2BHK flats
Landing Page: Dedicated 2BHK page with photos, pricing, enquiry form
Result: Paying ₹110 per click — appearing at Position 3
Result: Paying only ₹42 per click — appearing at Position 1
PropKing's Setup:
DreamHome's Setup:
Let’s Understand Quality Score
Moral:
Quality Score is key in Google Ads—higher scores mean lower CPC, better rankings, and more value from your budge
What is Quality Score in Google Ads?
Quality Score is a rating by Google that shows how relevant and useful your ad is for what people are searching
Example Search :
“buy sports shoes”
Text
Matches The Search Intent
Doesn't Match The Search
Sports Shoes On Sale
From $49.99
Great Discounts
Free Shipping !
Relevant Ad
Clear Details
High Quality Score
Big Online Sale
Bags, Watches & More!
Unrelated Products
Confusing Ad
Low Quality Score
Why Quality Score matters?
Quality Score decides where your ad appears and how much you pay
Example Search :
Two advertisers are showing ads for “sports shoes”
Text
Sports Shoes On Sale!
From $49.99
Great Discounts!
Free Shipping!!
High quality score
Buy Sports Shoes!
Great Prices
Low quality score
Fast Delivery !
Appears on top & Pay less
Appears lower & Pay more
The Three Components of Quality Score
Quality Score is calculated based on THREE components:
Ad Relevance
Landing Page Experience
Expected CTR
Improving Quality Score — Action Plan
The Quality Score Improvement Framework — addressing all three components:
To Improve Expected CTR:
4. Test multiple ad copy variations — keep the best performer
1. Rewrite ad headlines to be more compelling and keyword-rich
2. Add all relevant Ad Assets (Sitelinks, Callouts, Call Assets)
3. Pause keywords with consistently low CTR (below 1% for Search Ads)
Improving Quality Score — Action Plan
To Improve Ad Relevance:
4. Use Dynamic Keyword Insertion for highly relevant ad copy
1. Restructure Ad Groups — one theme per Ad Group
2. Ensure the primary keyword appears in at least one headline
3. Remove keywords that don't belong to the Ad Group theme
To Improve Landing Page Experience:
4. Match the landing page headline with the ad headline
1. Create dedicated landing pages for each Ad Group theme
2. Improve page load speed (target under 3 seconds)
3. Ensure full mobile responsiveness
5. Add social proof, trust signals, and a clear CTA to the landing page
Summary
5
Even with lower bids, high Quality Score can win better placement
4
Relevant ads and good user experience improve performance
3
It depends on CTR, ad relevance, and landing page experience
2
Higher score leads to lower cost and better ad position
1
Quality Score measures ad quality and relevance
Quiz
Vikram sees “Below Average” Ad Relevance for the keyword “digital marketing course in Pune”. What should he do to improve it?
A. Increase CPC bid
B. Change bidding strategy
C. Group keywords & add them in the headline
D. Add negative keywords
Quiz
Vikram sees “Below Average” Ad Relevance for the keyword “digital marketing course in Pune”. What should he do to improve it?
A. Increase CPC bid
B. Change bidding strategy
C. Group keywords & add them in the headline
D. Add negative keywords
Performance Marketing : Quality Score
By Content ITV
