Paid media basics
Quality Score
Google's rating of how relevant a keyword's ads and landing page are, compared with other advertisers.
What it is
It summarises three parts: expected click-through rate, ad relevance and landing page experience. Google presents it as a diagnostic tool.
Why it matters
For lead generation and e-commerceLow scores point to where a search account wastes money: keywords whose ads or pages do not match what the searcher wanted.
In practice
Read it per keyword, then fix the weakest part: tighter keyword groups, closer ad copy, or a page that answers the search.
A common mistake
Optimizing the score itself. It is a reading of relevance; the goal is relevant ads and pages, and the score follows.
All terms