What is quality score and how does it affect your PPC Google ads and Facebook ads ?

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How Does Quality Score Affect Your PPC, Google Ads and Facebook Ads?

  • July 4, 2016

Did you know that your Quality Score has an influence on the cost and effectiveness of your paid online campaigns? A Quality Score will affect your Pay Per Click (PPC) ad performance and how much you'll pay for each click.

What is a quality score?

A Quality Score (QS) is a score from 1 to 10 that Google gives each keyword used in your Adwords ads. It allows Google to influence the position of the ads, just like the price you bid on. The quality score is measured by:

  • Your Click Through Rate (CTR)
  • The pertinence and quality of your landing page
  • The pertinence of the ad text
  • The cohesiveness between the keyword, the ad, and the landing page
  • Your Adwords history

Note: Google has never announced the proportions for these points in their algorithm. However, CTR is the most important component in your campaign. A good CTR will lower your cost per click and a produce a better ad ranking. 

Quality Score affects your Google Ads

It's completely normal that by optimizing your Google Adwords account, you'll get a better Return on Investment (ROI). A high QS will result in a better cost per click, more conversions, and a better ROI.

The same goes for Facebook

Just like Adwords, Facebook has recently announced a QS score used to measure your ads on their network. It will have an effect on the appearance of your ads and the cost you'll pay for advertisement. Facebook will use comments on the ads to determine the score from 1 to 10, 10 being the highest possible score.



The relevance of your ad will be based on positive or negative feedback. Positive interactions are video views, or a well received call to action. It all depends on what you advertise and on your conversion rate.

The negative factors might be the reporting of your ads, or when people hide your posts which will cause your score to decrease.

Before going ahead!

Remember that before investing, you should use all the tools at your disposal. A well designed campaign will have a high performance, increasing your QS.

Feel free to contact us for any questions you might have. We will be happy to answer you!