There are 3 main factors that make up the visible keyword quality score:
- 1 Click through rate (CTR).
- 2 Ad relevance.
- 3 Landing page experience.
The formula used to calculate the visible keyword quality score is based on the following weightings of the above 3 quality score sub factors:
|Landing Page Experience||Ad Relevance||CTR|
For instance, let’s say you have these factors:
Then your Quality Score is: 1 + 1.75 (LPE) + 2 (Relevance) + 1.75 (CTR) = 6.5. As Google doesn’t show fractions, this is rounded to a 7, which is seen inside your account.
Therefore, if you can improve your landing page experience or your CTR to above average from average, your Quality Score would go up 1.75 points to an 8.25, which would be displayed as an 8. This means that testing for CTR increases is more important than testing for Ad Relevance increases.
Now that we know the weightings and the formula, we can also see the actual weightings by factor:
In AdWords, it’s not easy to see the 3 quality score sub factors for every keyword. You will have to hover over each keyword individually. However, in Adalysis we display this data as part of the grid and allow you to filter by it to help narrow down which keywords most need your attention.
We also show an impression-weighed quality score for each adgroup together with a Quality Score Priority to help you identify the adgroups that spend the most money but have the lowest quality scores.
We also show all your traffic metrics segmented by each one of the 3 quality score sub factors. This will give tremendous insight into which aspects of your account most need your optimization efforts.
Our full findings on reverse engineering the quality score factors were published in Search Engine Land.