What is Quality Score?
Quality Score is a platform estimate of how relevant and effective your ads and landing pages are for a given query/audience. Higher scores usually reduce CPC and improve delivery.
Understanding Quality Score
Inputs commonly include expected CTR, ad relevance, and landing page experience. Clear, product‑forward creative and tight message match lift these signals. Quality score isn’t a single knob you can turn—it reflects how users react to your ads and pages. Align audience, product set, and creative so intent and promise match. Improve speed and clarity on landing pages to confirm the value quickly.
Read changes over time, not just day to day, as platforms need new data to update estimates. Keep templates legible across ratios so text isn’t cropped or covered. Use simple, specific language in hooks and headlines to set expectations correctly. Maintain continuity from ad to landing page for copy and imagery. Treat quality score as an outcome of good inputs rather than a goal on its own.
Why Quality Score matters
Quality score matters because it influences cost and delivery eligibility, often lowering CPC when relevance and experience are strong. Higher scores expand inventory you can win without raising bids. Better experiences also raise conversion, compounding value beyond the auction.
- Cost: Better score often lowers effective CPC.
- Delivery: Improves eligibility and Ad Rank.
How Quality Score works
Quality score works by estimating the likelihood that users will engage with your ad and have a good landing page experience. Platforms weigh signals like expected CTR, ad relevance, and page experience to produce a score for a given query or audience. Improving clarity in creative increases expected CTR by setting correct expectations. Tight message match from ad to landing page raises relevance and reduces bounce. Faster pages and visible trust elements (reviews, policies) improve experience. As these inputs improve, quality score rises and CPC pressure falls.
