what are the three main factors that determine ad quality

What Are The Three Main Factors that Determine an Ad Quality?

by Weave Asia

Google Ads gives the highest return of investment (ROI) to companies who utilise it to the fullest. Hence, many companies are jumping on the bandwagon in the hopes that the results will be the same for them. Unfortunately, for some, the case is different. The quality of an Ad is crucial to determine whether you will have a high return of advertising spend (ROAS). Low quality ads will heed poor results and higher amounts spent per click.

So what are they doing wrong? How can you prevent repeating the same mistake? What is Ad Quality? What is a Quality Score? What are the three main factors that determine ad quality? In this blog we’ll discuss the ‘whats’ and the ‘hows’ to make sure that your ad stays at the top, giving your company the ROAS that it deserves.


What is Ad Quality?

First, you must understand what Ad Quality is. Ad Quality is the cornerstone of any successful Google Ads campaign. It’s not just about throwing money at the platform. It’s about crafting ads that resonate with your target audience and drive them to take action. At its core, Ad Quality refers to how well your ads meet the needs and expectations of users. They must align with Google’s standards and best practices.

Think of Ad Quality as the bridge between your business goals and the needs of your potential customers. A high-quality ad is one that effectively communicates your message, provides relevant information, and offers a compelling reason for users to click through to your website or landing page.

But why does Ad Quality matter so much? Well, imagine you’re scrolling through search results or browsing a website, and you come across an ad that’s poorly written, irrelevant, or just plain annoying. Chances are, you’re not going to click on it. And even if you do, you’re probably not going to have a great experience on the other end. This means wasted ad spend and missed opportunities to connect with potential customers.


What is a Quality Score?

That’s where Quality Score comes into play. Quality Score is Google’s way of measuring the relevance and quality of your ads, keywords, and landing pages. It’s a grade that Google gives you on a scale of 1 to 10, with 10 being the highest.

Quality Score is more than just a number. It’s a reflection of how well your advertising efforts align with user intent and Google’s expectations. Think of it as a report card for your ads, keywords, and landing pages. A high Quality Score indicates that your ads are meeting users’ needs. Providing valuable information, and delivering a positive experience. On the flip side, a low Quality Score suggests that there’s room for improvement in one or more areas.

But why does Quality Score matter so much? Well, for starters, it directly impacts your ad performance and costs. Ads with higher Quality Scores enjoy better ad placements and lower costs per click (CPC). This can translate to higher click-through rates (CTR) and more conversions for your business. Additionally, a strong Quality Score can improve your overall ad relevance and user experience. Thus, leading to higher customer satisfaction and loyalty over time.


What Are the Three Main Factors that Determine Ad Quality?

ad quality score promotion graphic

So, how can you improve your Quality Score? It starts with understanding the factors that contribute to it. Then, take proactive steps to optimise your ads and campaigns accordingly. The three main factors that determine ad quality are Ad relevance, expected click-through rate (CTR), and landing page experience. Are you ready? Let’s jump into the discussion!


  • Ad Relevance

The most crucial factor that determines your Ad Quality Score would be Ad Relevance. Make your ad match the intent behind a user’s search query and browsing behaviour. This ensures that your ad gets clicks. Make sure that your ad is relevant too. You need to consider factors like keyword relevance and ad copy.

Carry out a thorough keyword research. This is to help you write content that resonates with your target audience. Understand the specific terms and phrases your audience is using. By doing so, you can tailor your messaging to align with their interests and needs. This alignment is significant to boost the relevance of your ads. Thus, increasing the likelihood of users clicking on them.

Additionally, when crafting your ad copy, it’s crucial to incorporate relevant keywords and ensure that the messaging speaks directly to the user’s search intent. By addressing their needs and desires in your ad, you’re more likely to capture their attention and drive clicks.


  • Expected Click-Through Rate (CTR)

Expected CTR, or Expected Click-Through Rate, is a metric used by Google Ads to predict how likely users will click on your ad when it’s shown to them. It’s like a forecast that Google provides based on various factors. The factors include your ad’s relevance, historical performance, and the context of the search query.

Imagine you’re running an ad campaign for your jewellery business. You’re promoting your new collection. Google uses expected CTR to predict how likely users are to click on your jewellery ad when it appears alongside search results for phrases such as “new trendy jewellery” or “high quality jewellery near me.” This helps measure the ad’s potential reach and effectiveness.

Google determines Expected CTR by analysing factors like the relevance of your keywords to the search query, the quality of your ad copy and imagery, and the historical performance of similar ads in similar contexts. If Google predicts that your ad is highly relevant and engaging, it will assign a higher Expected CTR.

Now, you might wonder, why does Expected CTR matter? Well, it’s an important component of your Quality Score. In turn it affects your ad rankings and costs. The likelihood of your ad being shown in prominent positions on the SERP is high if your ad has a higher Expected CTR. It’s also probable that you’ll pay less for each click when your Expected CTR is high.

But, if your ad’s Expected CTR is lower, Google may display it in less visible positions. You might end up paying more for clicks. This is because Google aims to ensure that users have a good experience. They do this by showing them ads that are relevant and have the potential to meet their needs.


  • Landing Page Experience

Landing Page Experience refers to the quality and relevance of the landing page that users are directed to after clicking on your ad. A positive landing page experience can lead to higher conversion rates and better overall campaign performance.

Optimising your landing page experience is crucial. As it maintains relevance. A seamless transition from the ad to the landing page enhances the user experience. It also reinforces the relevance of your ad. Utilise consistent messaging and clear calls-to-action. Thus, ensure that your landing page provides valuable and engaging content that directly addresses the user’s query. With that, it further solidifies the connection between the ad and the user’s intent. This will maximise the chances of conversion. In essence, an optimised landing page can significantly improve your Ad Quality Score and drive better results for your advertising campaigns.


five stars quality score

Google Ads will assign one of the three statuses for each factor:

1. Below Average

  • Ad Relevance

This means that your ad is not aligned with the user’s search intent or browsing behaviour. It may not address the user’s needs or interests. This results in lower engagement and click-through rates.

  • Expected Click-Through Rate (CTR)

This indicates that your ad is not expected to generate a high click-through rate compared to other ads targeting similar keywords or audiences. It may lack compelling messaging or fail to entice users to click.

  • Landing Page Experience

Users who click on your ad may have a poor experience upon landing on your website or landing page. This could be due to slow loading times, irrelevant content, or a lack of clear navigation. Thus, resulting in high bounce rates.


2. Average

  • Ad Relevance

Your ad relevance is neither particularly outstanding nor subpar. It matches the user’s query to some extent. But, may lack specificity or fail to fully capture their interest.

  • Expected Click-Through Rate (CTR)

Your expected click-through rate is within the expected range for ads targeting similar keywords or audiences. While it may not stand out significantly, it also doesn’t underperform.

  • Landing Page Experience

Your landing page gives users a decent experience. It meets basic expectations in terms of relevance, load times, and navigation. While it may not be exceptional, it doesn’t significantly discourage users from engaging further.


3. Above Average

  • Ad Relevance

Your ad is very relevant to the user’s search query and browsing behaviour. It effectively addresses their needs or interests. Hence, increasing the likelihood of engagement and clicks.

  • Expected Click-Through Rate (CTR)

Your ad is expected to achieve a higher click-through rate compared to other ads targeting similar keywords or audiences. It likely features compelling messaging or offers that entice users to click.

  • Landing Page Experience

Users who click on your ad are likely to have a positive experience upon landing on your website or landing page. It offers relevant content, fast loading times, and intuitive navigation, encouraging users to explore further and potentially convert.



There you have it! The three main factors that determine an ad quality is Ad Relevance, Expected CTR, and Landing Page Experience. Focus on these three factors to optimise your ads and landing pages. By doing so you can improve your Ad Quality, increase your Quality Score, and drive better results for your business.

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