What Do You Need to Know About Google Ads Auction? Why Quality Score is Important and How Can You Improve It?

Google is responsible for more than 90% of search traffic all over the world. The advertising revenue of Google through the ads was more than $210 billion in 2021.

Google Ads Auction
Google Ads Auction

What Do You Need to Know About Google Ads Auction? Why Quality Score is Important and How Can You Improve It?

Google ads are extremely competitive and Google is dependent on a specific type of auction system that will decide which type of ad they will showcase on the search results.

When multiple bidders generate the same search query, Google ads run an auction campaign to determine which ads are relevant as per the keywords as well as their ad positions. Ads that fulfill these criteria will be shown on the search engine results for a specific search term.

Due to the extensive competition, how will you be able to improve the performance of your business on Google ads? In this article, we will discuss what quality score is, why it’s so important, and some great steps to improve the quality score.

What is Quality Score?

The estimated quality of the ads determined by Google is known as the quality score. The quality score will help you make sure that the promotional ads are most relevant as per the search terms that are showcased at the higher positions of the search engine results.

Therefore, the quality score is dependent on the relevance of the promotional ads as per the search terms. The keywords you use in your content and website will come with a quality score from 1 to 10. You can also view the keywords from the keyword table.

You need to use the quality score as the diagnostic tool so that you can boost the quality of your ads, landing pages, and keywords which will also enhance the performance of the ads.

Why Quality Score is Essential?

The quality score for your keywords as well as ads is extremely essential for the success and proper effectiveness of your Google’s Pay-Per-Click marketing campaign. You may contact our New Jersey Office for PPC marketing and SEO related services. Quality score is capable of impacting:

  • Whether your promotional ads will be displayed or not. Quality score will determine if the promotional ads of your company are relevant enough to showcase on the search engine results.
  • Quality score is one of the most important factors that can determine the ad rank or position of your ad on Google’s search results.
  • The quality score will determine the actual CPC of the ads you’re planning to use. If your ads have a higher quality score, you need to pay a lower amount of CPC and vice versa.
  • Higher quality landing pages, as well as ads, come with a higher CTC, lower bounce rates, and higher conversion rates.

How Can You Improve the Quality Score?

Now that you know the importance of quality scores for your business, you might be thinking of statistics that will boost the performance of ads as well as the quality score. Continue reading the article to know more.

Review the Quality Score of the Keywords

This is one of the best ways to improve the performance of the ads. You need to ensure that search keywords of your company come with a great quality score.

For each keyword you use for your business, you will get to notice the quality score as well as the ratings for expected CTR, ad relevance, and landing page relevance.

If you receive a rating of below average and average on these keywords, this means that the quality score of these keywords is low.

Make sure you enable the status column of the quality score in the keyword table so that you get to know the value of the keywords.

Choose Relevant Keywords

Despite the importance of keywords for the success of the company, many business owners choose keywords that are irrelevant to the offerings and business industry.

You need to ensure you’re choosing relevant keywords for each search query so that you can achieve success with your Google ads.

Don’t forget to come up with keywords that are relevant as well as capable of matching the intent of the search query. You can use different types of tools to choose specific keywords as per the competition and search volume.

Make sure you don’t choose generic keywords as they will end up showing your business’s ads for unrelated searches. This will waste the ad budget of your company. You can also consider using long-tail keywords that will allow you to target specific search queries.

Consider Using Negative Keywords

If you want to generate targeted Google ads pay-per-click marketing campaigns that are focused completely on the targeted audiences of your company, make sure you exclude the irrelevant search terms that are not beneficial for the campaign of your business.

When you use negative keywords, you will be able to boost the ad relevance of your company by ensuring that the ads of your business are being targeted only for the specific keywords you’re planning to target.

The negative keywords will also help you mitigate the unwanted clicks on your promotional ads, which will not only increase ROI but also decrease wasted ad budget.

While you’re planning to generate a list of negative keywords, don’t forget to exclude the search terms that you’re not planning to showcase. However, it’s extremely crucial to pay close attention while choosing negative keywords for your company.

If the negative keywords overlap with the relevant keywords you’re aiming to target, you will face severe consequences as the negative keywords will prevent the targeted keywords from being visible in the ads. As per LinkedIn,negative keywords are important for a business.

After you’re done running the PPC marketing campaign for your business, you might have to encounter search terms that you’re not planning to target. This is where you need to include the negative keywords.

If you want to add the negative keywords to your ad campaign or group, make sure you create a list of the negative keywords from the relevant search terms:

  • Sign in to the Google ads account
  • Choose the option ‘keywords’ from the left corner of the dashboard
  • Choose ‘search terms’
  • Choose the box where you want to include the negative keyword


This is everything you need to know about quality scores and some great tips to improve them. Do you have any other questions? Make sure you let us know.

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