Google ads’ Quality Score is criticized by some advertisers as not being an essential metric for good campaign performance. However, Quality Score is a metric that can provide interesting insights into campaign performance.
So before you rush off in search of a Google announcement indicating the removal of this metric, take a deep breath, because Google Ads’ Quality Score still exists. But in an increasingly automated landscape, where changes are frequent, the question arises: is Quality Score still relevant in 2024?
We’ve been asked to clear up the complex terrain of the Google ad network and, by extension, its Quality Score. It has always been considered one of the most elusive performance metrics. With all the moves towards more automation on Google’s part, we haven’t heard about this metric (and what you can do manually to control it) for some time. Does this mean it no longer matters?
In this article, we venture into the PPC community to answer this question. We will bring you up-to-date, relevant and actionable information on Google Ads Quality Score. We’ll be drawing not only on our experience as a Google Ads agency, but also on observations and opinions gathered from our peers. Get ready to find out if Google’s Quality Score still counts in 2024!
But before we dive in, let’s do a quick recap. What is Quality Score and why is it so important for your Google Ads campaigns?
What is the Google Ads Quality Score?
At the heart of Google Ads is the Quality Score. This is an estimate of the quality of your ads, keywords and landing pages. Google uses these factors to determine both the ad rank and the cost per click (CPC) of your ads.
Let’s break down the three components of Quality Score, which is only assigned at keyword level in standard search campaigns.
Relevance of the ad
This component analyzes the extent to which your ad corresponds to the search query. To do this, Google searches your ad copy for your keywords. This is generally the easiest first step to improving your Quality Score, as you have full control over the content of your ad. To optimize the relevance of your ads, think about “Quality Score Google Ads” and how your keywords match your ads.
Expected click-through rate (ECTR)
This is Google’s assessment of the likelihood of your ad being clicked, based on factors such as the match of query intent with your ad and your historical CTR data. This can be the most difficult Quality Score criterion to improve. It relies on Google’s prediction of your ability to generate clicks. Nevertheless, a thorough analysis of your data and a clear understanding of your audience can help you optimize this component.
Landing page experience
This component measures the usability and relevance of your landing page to the searcher. Google will evaluate you on aspects such as page load speed, on-page keyword presence, relevance and more. Depending on your resources, this component can be easy to improve. That’s because you can directly modify the content of your site.
These three factors are compiled by Google into a score from 1 to 10 (1 being the worst and 10 the best). A score of 7 or more is considered excellent, 4 to 6 decent. And a score below 4 indicates room for improvement.
How does Quality Score work?
Quality Score has a significant impact on your performance, as it helps Google determine your ad rank. Your ad rank is determined by the formula: Max CPC bid x Quality Score. If you’re betting aggressively but find that your first-position impression rate or loss of impressions due to ranking is unbalanced, it’s highly likely that your keyword’s Quality Score is the culprit.
Understanding how Quality Score works is crucial to improving the effectiveness of your Google Ads. Maintaining a high Quality Score can help you win higher bids while paying less per click, making your advertising campaigns more profitable.
Two perspectives on the importance of Quality Score
There are two schools of thought when it comes to Quality Score. Let’s delve into each of them to better understand this complex metric.
1. Google Ads Quality Score is not important
As Quality Score specialists, we’ve sometimes taken a contradictory view. Here’s why some people might argue that Quality Score isn’t essential:
- It’s not actionable: Quality Score is based on Google’s algorithmic judgment, which makes it difficult to monitor and improve. Google doesn’t give much insight into what in our ads or landing pages causes a low score.
- Only applicable to search: Quality Score is only applicable to standard search campaigns. With the development of Google in recent years, search campaigns are no longer the only type of advertising campaign to consider. This could indicate that there are information gaps about what makes Google’s algorithm work for other types of campaigns.
- It doesn’t always correlate with performance: We’ve seen accounts with low Quality Scores achieve their objectives. If you’re getting the conversions you want at an acceptable cost, the importance of a high Quality Score can be questioned.
2. Google Ads Quality Score is relevant
On the other hand, many PPC experts strongly support the importance of Quality Score. Here are their arguments:
- Its impact remains unchanged: Quality Score is still an equal factor in ad ranking, and ranking is crucial if you want to appear at the top of Google’s search results.
- Keyword intent has been redefined: With the increase in ad size and the addition of customizable ad extensions, new formats and responsive ads, evaluating search intent has become more complex.
- The “quality” scale has been raised: Today, Google has made it easier for advertisers to create good ads, which has raised the bar for Quality Score.
It’s essential to take both perspectives into account when developing your Google Ads strategy. Each campaign is unique and may require a different approach to Quality Score. In the remainder of this article, we’ll provide you with tips on how to improve your Quality Score and, consequently, the performance of your Google Ads.
How can you improve your Quality Score?
Whatever your position on the importance of Quality Score, we can all agree that a good understanding of this metric and how it works can help you create more effective Google Ads campaigns. Here are some strategies for improving your Quality Score.
Improve ad relevance
Make sure your ads correspond directly to the keywords you’re targeting. The more relevant your ads are to your keywords, the higher your Quality Score will be. Consider using variations of your keywords in the text of your ad to increase its relevance.
Optimize your expected click-through rate
Although this component of Quality Score is largely based on Google’s predictions, you can influence it by testing different versions of your ads to see which get the best click-through rate. Don’t forget that the top positions in Google Ads are often awarded to ads with a high click-through rate.
Improve the landing page experience
Make sure your landing page is relevant to your ads and keywords. If users find what they’re looking for when they get to your landing page, it can improve your Quality Score. Key factors include page load speed, mobile optimization, easy navigation, and high-quality content that is directly related to your keyword.
Use targeted ad groups
Creating tightly targeted ad groups can also improve your Quality Score. By grouping similar keywords together in the same ad group, you can create more specific ads, which can increase ad relevance and click-through rates.
It’s important to note that improving your Quality Score is an ongoing task that requires regular optimization. Don’t expect to see instant results, but with time and constant effort, you can see a significant improvement in your Quality Score and, consequently, in the performance of your ads.
Google Ads Quality Score in 2024: Evolution and Relevance
In the dynamic, ever-changing world of Google Ads, it’s natural to wonder whether once-critical metrics like Quality Score remain relevant in 2024. Let’s navigate these complex waters together.
a. Is Google Ads Quality Score on the way out?
Contrary to certain assumptions, Quality Score is not on the way out. It remains a fundamental component of Google Ads. However, the digital landscape continues to transform, offering innovative advertising features and formats such as AI-based ads. While these new advertising methods may not be directly linked to Quality Score, they can impact the performance of your ads and their ability to meet your campaign objectives.
b. Is the Google Ads Quality Score still relevant?
The relevance of Quality Score in 2024 depends very much on your specific campaign objectives. If you’re aiming to maximize the visibility of your ads on search results pages (SERPs), improving your Quality Score may be a worthwhile strategy. On the other hand, if you’re satisfied with your account’s current performance, you may decide not to concentrate your efforts on Quality Score optimization.
c. The future of Quality Score and advertising strategy
While important, Quality Score is only one piece of the complex puzzle that is Google Ads. So, while it’s necessary to monitor and improve Quality Score, it’s equally crucial to stay on top of innovations and new advertising strategies. In 2024 and beyond, a balanced and diversified approach to your Google Ads strategy can help you stay competitive and successful in this ever-changing digital environment.
Google Ads Quality Score in 2024
Navigating the Google Ads ecosystem can be confusing, especially when it comes to understanding the importance of Quality Score in 2024. However, one thing is certain: Quality Score, while more complex and nuanced than before, retains a crucial role in the success of your Google advertising campaigns.
Despite its mystery and complexity, Quality Score remains a significant factor in the calculation of your ad rank. If you’re looking to increase the visibility of your ads and reduce your costs, improving your Quality Score can be a relevant point of action.
However, it’s essential to understand that Quality Score is only one piece of the puzzle. In 2024, the focus must be on a global and diversified Google Ads strategy. Whereas Quality Score can give you insights into how to minimize the acquisition cost of a Google Ads campaign.
Ultimately, your aim should not just be to improve your Quality Score, but to build robust, high-performance advertising campaigns that meet the needs of your target audience, while adapting to changing trends in digital marketing.
