What is quality score and how to use it in PPC – Search Engine Land

Quality score is one of the few constants in PPC marketing. It is a score calculated by Google and Microsoft alongside your bid to determine your ad rank.

Yet, the factors of quality score and how much each lever impacts them is often a subject of debate.

We will dive into each quality score factor and explore how they impact your overall campaign and account success.

This article is written from a Google-first perspective. However, many of the strategies and mechanics carry over to Microsoft Ads.

What are the factors used to calculate quality score?

Google calculates quality score based on the combined performance of three components:

• Expected click-through rate (CTR): The anticipated CTR of the ad against what the ad platform considers similar ads.
• Ad relevance: How well does the keyword that triggered the ad relate to the query? How well does the landing page follow through on the ad’s promise?
• Landing page experience: Does the keyword to ad to landing page relevance carry…

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