Google Ads Quality Score: The Ultimate Guide 2023

How to Insrease Your Quality Score

Improving Expected CTR & Ad Relevance

• To increase your Ad Relevance, you need to ensure all your ads are relevant to your keyword in an ad group.
• To improve your Expected CTR, you need to increase your click through rate.

These two concepts are interrelated, and the same improvement process works for both improving Expected CTR and Increasing Ad Relevance. There are two primary ways of increasing your expected CTR and Ad Relevance.

Good Account Organization
When a user conducts a search, they are looking for a specific answer. When your ad shows that you have the answer to your question, your CTR and relevance can increase. That’s your ad’s job: to show you are relevant to the user’s query by showing you can answer the question the user may have to buy a product or call you to get the answer, which is common in commercial queries.

When an ad is relevant to the keyword, then you can see high Ad Relevance scores. When the ads are relevant to the keyword, then your CTR is generally high, which leads to above average CTRs. By having good account organization, you can increase both your Ad Relevance and Expected CTR.

To accomplish good account organization, you need to look at the keywords in an ad group and ask yourself a question: Are all the ads in the ad group highly specific and relevant to every keyword in that ad group?

If not, then you need to remove some ads that are not specific to every keyword or move some keywords to a new ad group, so they can have more relevant ads.

By ensuring your ads are relevant to your keywords, your Ad Relevance and CTRs should increase.

You can use this flowchart to help with your keyword organization:

Ad Testing
The second step to improving your ad relevance is to regularly test ads. By testing ads in an ad group, you can find which ones will lead to higher CTRs than other ads, which will improve your overall CTR.

As most companies don’t just want clicks, they also want conversions, we recommend using metrics for ad testing that examine both conversions and CTR, such as conversion or revenue per impression testing.

In addition, by testing ads, you can find which ones are more relevant than other ones by looking at your testing data. If you are dealing with large numbers of ad groups, then you can employ multi-ad group testing to find your high-level insights that can help to increase your CTRs and Ad Relevance.

An important step to ad testing is also pausing losing ads. If you have an ad with a high number of impressions and low clicks, it will lower your Quality Score. In general, keeping 2-3 ads active in an ad group will allow you to test while ensuring only your top ads are active.