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itself: make the offer clear, make sure the ad text matches the intent of the keyword, show what is distinctive about the product, and test different calls to action such as Buy, Sign up, Try, or Get a quote.",{"children":374,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":18,"textStyle":15},[375,377],{"detail":13,"format":18,"mode":14,"style":15,"text":376,"type":17,"version":18},"Ad relevance.",{"detail":13,"format":13,"mode":14,"style":15,"text":378,"type":17,"version":18}," The fixes are structural: use language in the ad that reflects the search terms, split ad groups that contain keywords with different meanings, and group keywords by theme so each ad group can carry ads that speak to one intent. A single ad group holding both research-stage and purchase-stage keywords will struggle on relevance no matter how good the copy is.",{"children":380,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":18,"textStyle":15},[381,383,385,392],{"detail":13,"format":18,"mode":14,"style":15,"text":382,"type":17,"version":18},"Landing page experience.",{"detail":13,"format":13,"mode":14,"style":15,"text":384,"type":17,"version":18}," The page should deliver what people searched for, keep the message consistent between ad and page, work well on mobile, and load quickly. Conversion rate is a reasonable proxy for how useful visitors find the page, but only if conversions are tracked reliably; see our walkthrough of ",{"children":386,"direction":19,"format":15,"indent":13,"type":185,"version":154,"fields":389,"id":391},[387],{"detail":13,"format":13,"mode":14,"style":15,"text":388,"type":17,"version":18},"Google Ads conversion tracking setup on BigCommerce",{"linkType":187,"newTab":188,"url":390},"https://deepclick.com/resources/blog/bigcommerce-google-ads-conversion-tracking/","6aa763a09d9d8700c8bbd819",{"detail":13,"format":13,"mode":14,"style":15,"text":393,"type":17,"version":18}," for what a clean setup involves.",{"children":395,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[396,398,405],{"detail":13,"format":13,"mode":14,"style":15,"text":397,"type":17,"version":18},"Landing page experience is judged on the page people actually reach after the click. Consistency between the ad, the query, and that destination is also central to ad policy review, which is why pages that show reviewers something different from users are a compliance problem rather than an optimization trick. Our guide on ",{"children":399,"direction":19,"format":15,"indent":13,"type":185,"version":154,"fields":402,"id":404},[400],{"detail":13,"format":13,"mode":14,"style":15,"text":401,"type":17,"version":18},"website cloaking and where the compliance line sits",{"linkType":187,"newTab":188,"url":403},"https://deepclick.com/resources/blog/what-is-website-cloaking/","6aa763a09d9d8700c8bbd81a",{"detail":13,"format":13,"mode":14,"style":15,"text":406,"type":17,"version":18}," explains that boundary.",{"children":408,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":30},[409],{"detail":13,"format":13,"mode":14,"style":15,"text":410,"type":17,"version":18},"Why \"raise the account Quality Score\" is the wrong goal",{"children":412,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[413],{"detail":13,"format":13,"mode":14,"style":15,"text":414,"type":17,"version":18},"Google Ads Help is explicit that Quality Score is not a key performance indicator and should not be optimized or aggregated with the rest of your data. Three consequences are worth keeping in mind:",{"children":416,"direction":19,"format":15,"indent":13,"type":170,"version":18,"listType":219,"start":18,"tag":220},[417,423,429],{"children":418,"direction":19,"format":15,"indent":13,"type":144,"version":18,"value":18},[419,421],{"detail":13,"format":18,"mode":14,"style":15,"text":420,"type":17,"version":18},"Do not average it across the account.",{"detail":13,"format":13,"mode":14,"style":15,"text":422,"type":17,"version":18}," A spend-weighted average score mixes keywords with different competitors and different amounts of data into a number that describes none of them.",{"children":424,"direction":19,"format":15,"indent":13,"type":144,"version":18,"value":149},[425,427],{"detail":13,"format":18,"mode":14,"style":15,"text":426,"type":17,"version":18},"Do not pause keywords on score alone.",{"detail":13,"format":13,"mode":14,"style":15,"text":428,"type":17,"version":18}," A keyword with a modest score and healthy conversion economics is doing its job. Judge it by your performance goals, then use the components to see what could be better.",{"children":430,"direction":19,"format":15,"indent":13,"type":144,"version":18,"value":154},[431,433],{"detail":13,"format":18,"mode":14,"style":15,"text":432,"type":17,"version":18},"Do not treat a higher score as the result.",{"detail":13,"format":13,"mode":14,"style":15,"text":434,"type":17,"version":18}," The result is the outcome you bid for: conversions, value, or qualified traffic. The score helps explain why that outcome is harder or easier to reach on a given keyword.",{"children":436,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[437,439,446],{"detail":13,"format":13,"mode":14,"style":15,"text":438,"type":17,"version":18},"This is also a useful test when reviewing someone else's work. If a monthly report leads with an account-wide Quality Score trend instead of conversions and cost, ask what changed in performance. Our guide on ",{"children":440,"direction":19,"format":15,"indent":13,"type":185,"version":154,"fields":443,"id":445},[441],{"detail":13,"format":13,"mode":14,"style":15,"text":442,"type":17,"version":18},"when to hire an ads agency and how to choose one",{"linkType":187,"newTab":188,"url":444},"https://deepclick.com/resources/blog/meta-ads-agency/","6aa763a09d9d8700c8bbd81b",{"detail":13,"format":13,"mode":14,"style":15,"text":447,"type":17,"version":18}," covers how to set reporting expectations up front.",{"children":449,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":30},[450],{"detail":13,"format":13,"mode":14,"style":15,"text":451,"type":17,"version":18},"A practical Quality Score review routine",{"children":453,"direction":19,"format":15,"indent":13,"type":170,"version":18,"listType":171,"start":18,"tag":172},[454,458,462,466,470],{"children":455,"direction":19,"format":15,"indent":13,"type":144,"version":18,"value":18},[456],{"detail":13,"format":13,"mode":14,"style":15,"text":457,"type":17,"version":18},"Add the Quality Score and three component columns to the Keywords report, filtered to keywords with meaningful spend.",{"children":459,"direction":19,"format":15,"indent":13,"type":144,"version":18,"value":149},[460],{"detail":13,"format":13,"mode":14,"style":15,"text":461,"type":17,"version":18},"Sort by the component rated Below average, not by the 1–10 score.",{"children":463,"direction":19,"format":15,"indent":13,"type":144,"version":18,"value":154},[464],{"detail":13,"format":13,"mode":14,"style":15,"text":465,"type":17,"version":18},"For each group of keywords sharing the same weak component, apply the matching fix: copy for expected CTR, structure for ad relevance, the destination page for landing page experience.",{"children":467,"direction":19,"format":15,"indent":13,"type":144,"version":18,"value":159},[468],{"detail":13,"format":13,"mode":14,"style":15,"text":469,"type":17,"version":18},"After changes, use the historical columns segmented by day to see whether the component rating moved, and check it against conversion data before drawing conclusions.",{"children":471,"direction":19,"format":15,"indent":13,"type":144,"version":18,"value":164},[472],{"detail":13,"format":13,"mode":14,"style":15,"text":473,"type":17,"version":18},"Leave keywords showing \"—\" alone unless their performance says otherwise; there is no score to fix yet.",{"children":475,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[476,478,485],{"detail":13,"format":13,"mode":14,"style":15,"text":477,"type":17,"version":18},"If the account is new and most keywords still show a dash, the structure decisions matter more than any score; our ",{"children":479,"direction":19,"format":15,"indent":13,"type":185,"version":154,"fields":482,"id":484},[480],{"detail":13,"format":13,"mode":14,"style":15,"text":481,"type":17,"version":18},"Google Ads account setup guide",{"linkType":187,"newTab":188,"url":483},"https://deepclick.com/resources/blog/google-ads-account-setup-guide/","6aa763a09d9d8700c8bbd81c",{"detail":13,"format":13,"mode":14,"style":15,"text":486,"type":17,"version":18}," covers the order that avoids rework.",{"children":488,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":30},[489],{"detail":13,"format":13,"mode":14,"style":15,"text":490,"type":17,"version":18},"FAQ",{"children":492,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":495},[493],{"detail":13,"format":13,"mode":14,"style":15,"text":494,"type":17,"version":18},"Does Quality Score directly change what I pay per click?","h3",{"children":497,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[498],{"detail":13,"format":13,"mode":14,"style":15,"text":499,"type":17,"version":18},"Not directly. Google Ads Help says Quality Score is not an input in the ad auction; Ad Rank uses auction-time quality alongside bid and context. Higher quality ads can often lead to lower costs per click, which is why the underlying components still matter.",{"children":501,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":495},[502],{"detail":13,"format":13,"mode":14,"style":15,"text":503,"type":17,"version":18},"Why does my keyword show a dash instead of a Quality Score?",{"children":505,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[506],{"detail":13,"format":13,"mode":14,"style":15,"text":507,"type":17,"version":18},"A dash means there are not enough searches that exactly match the keyword to determine a score. It is a data-volume message, not a penalty.",{"children":509,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":495},[510],{"detail":13,"format":13,"mode":14,"style":15,"text":511,"type":17,"version":18},"Will switching to broad match improve my Quality Score?",{"children":513,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[514],{"detail":13,"format":13,"mode":14,"style":15,"text":515,"type":17,"version":18},"No. The score is based on historical impressions for exact searches of the keyword, so changing the match type does not change it.",{"children":517,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":495},[518],{"detail":13,"format":13,"mode":14,"style":15,"text":519,"type":17,"version":18},"Should I pause keywords with a low Quality Score?",{"children":521,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[522],{"detail":13,"format":13,"mode":14,"style":15,"text":523,"type":17,"version":18},"Not on the score alone. Check conversion results first, then use the weak component to decide whether the ad copy, the ad group structure, or the landing page needs work.","root",{"id":526,"alt":527,"updatedAt":528,"createdAt":528,"url":529,"thumbnailURL":19,"filename":530,"mimeType":531,"filesize":532,"width":19,"height":19},1100,"Google Ads Quality Score gauge with expected CTR, ad relevance and landing page experience icons","2026-09-14T03:01:12.225Z","https://cms-r2.deepclick.com/image_1789354805497_23974-42130b9cad80.jpg","image_1789354805497_23974-42130b9cad80.jpg","application/octet-stream",175007,{"title":534,"description":535,"image":536},"Google Ads Quality Score: Components, Ad Rank and Fixes (2026)","What Google Ads Quality Score measures, why it is not an input in the ad auction, how to read expected CTR, ad relevance and landing page experience, and what to fix first.",{"id":526,"alt":527,"updatedAt":528,"createdAt":528,"url":529,"thumbnailURL":19,"filename":530,"mimeType":531,"filesize":532,"width":19,"height":19},{"id":18,"key":538,"name":539,"prodHost":540,"testHost":541,"blogPath":542,"docPath":543,"zhPrefix":544,"deployHookTest":545,"deployHookProd":546,"brandAuthor":547,"brandKit":551,"enabled":555,"updatedAt":556,"createdAt":557},"deepclick","DeepClick","https://deepclick.com","https://www-test-deepclick.qiliangjia.one","/resources/blog/{slug}","/docs/{slug}","/zh-CN","https://api.cloudflare.com/client/v4/pages/webhooks/deploy_hooks/60a9adef-153b-4c89-8d07-7118e91e9522","https://api.cloudflare.com/client/v4/pages/webhooks/deploy_hooks/05323321-f694-4ce8-a5af-173c507b8bae",{"id":149,"name":539,"avatar":548,"updatedAt":549,"createdAt":550},25,"2026-04-22T08:09:35.299Z","2026-04-22T06:42:49.116Z",{"logoLight":19,"logoDark":19,"primaryColor":552,"accentColor":553,"tagline":554,"wechatName":19,"xhsHandle":19,"wechatQr":19},"#1a73e8","#ff6600","一次点击，多重价值",true,"2026-08-25T06:40:57.663Z","2026-07-14T06:26:38.962Z","published","google-ads-quality-score",{"id":159,"name":561,"avatar":562,"updatedAt":569,"createdAt":569},"Ethan Cole",{"id":563,"alt":564,"updatedAt":565,"createdAt":565,"url":566,"thumbnailURL":19,"filename":567,"mimeType":531,"filesize":568,"width":19,"height":19},922,"Ethan Cole — growth & ad-tech editor","2026-07-27T07:17:05.290Z","https://cms-r2.deepclick.com/gpt_1785136218181_0-d1b8139c1927.png","gpt_1785136218181_0-d1b8139c1927.png",1965798,"2026-07-27T07:17:07.920Z",{"id":571,"site":572,"titleZh":574,"titleEn":575,"slug":576,"order":164,"updatedAt":577,"createdAt":578},7,{"id":18,"key":538,"name":539,"prodHost":540,"testHost":541,"blogPath":542,"docPath":543,"zhPrefix":544,"deployHookTest":545,"deployHookProd":546,"brandAuthor":149,"brandKit":573,"enabled":555,"updatedAt":556,"createdAt":557},{"logoLight":19,"logoDark":19,"primaryColor":552,"accentColor":553,"tagline":554,"wechatName":19,"xhsHandle":19,"wechatQr":19},"技术导航","Tech Guides","tech-guides","2026-04-27T08:37:10.576Z","2026-04-23T02:59:13.436Z","2026-09-14T03:02:12.850Z","2026-09-14T03:02:14.446Z","2026-09-14T03:01:54.006Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>Google Ads Quality Score is a 1–10 keyword-level diagnostic that estimates how your ad quality compares with other advertisers whose ads showed for the exact same search over the last 90 days. It is built from three components: expected clickthrough rate, ad relevance, and landing page experience. Google Ads Help states plainly that it is not an input in the ad auction.\u003C/p>\u003Cp>That last sentence is the one most advertisers skip, and it changes how the number should be used. This guide covers what the score measures, how it relates to Ad Rank, how to read each component, and what to change when one of them is rated below average.\u003C/p>\u003Ch2>What Google Ads Quality Score measures\u003C/h2>\u003Cp>According to the Google Ads Help article "About Quality Score", the score is "a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers." It is reported per keyword, and it rests on three components. Each component is rated Above average, Average, or Below average against advertisers whose ads showed for the same search.\u003C/p>\u003Cdiv class=\"lexical-table-container\">\n        \u003Ctable class=\"lexical-table\" style=\"border-collapse: collapse;\">\n          \u003Ctbody>\u003Ctr class=\"lexical-table-row\">\n        \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Component \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> How Google Ads Help defines it \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Possible ratings \u003C/p>\n      \u003C/th>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Expected CTR \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> The likelihood that your ad will be clicked when shown \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Above average / Average / Below average \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Ad relevance \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> How closely your ad matches the intent behind a user's search \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Above average / Average / Below average \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Landing page experience \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> How relevant and useful your landing page is to people who click your ad \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Above average / Average / Below average \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>Two properties follow from this definition. The score is \u003Cstrong>relative\u003C/strong>: a component can move without anything in your account changing, because the comparison group changed. And it is \u003Cstrong>historical\u003C/strong>: it summarizes past impressions on exact searches for the keyword, not what happens in the next auction.\u003C/p>\u003Ch2>Quality Score and Ad Rank: what the auction actually uses\u003C/h2>\u003Cp>The auction does not look up your 1–10 number. Google Ads Help's "About Ad Rank" article lists the factors that determine Ad Rank:\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >Your bid\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >Ad and landing page quality, measured at auction time\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >Ad Rank thresholds, the minimum an ad must reach to show\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >The competitiveness of the auction\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >The context of the search, such as search terms, location, device, and time\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >The expected impact of ad assets, such as extra links or a phone number\u003C/li>\u003C/ol>\u003Cp>The quality signals in the auction are evaluated for each search, using the same ideas as the components above. Quality Score is best read as a summary of how those signals have looked over time for one keyword.\u003C/p>\u003Cp>Google also notes that higher quality ads can often lead to lower costs per click. That is the practical reason quality matters. It is also why a keyword with a middling score is not automatically a problem: the auction weighs quality together with bid, context, and competition on every search. If you are deciding between keyword-based Search and automated inventory, our comparison of \u003Ca href=\"https://deepclick.com/resources/blog/pmax-vs-search-campaigns/\">PMax vs Search campaigns\u003C/a> explains how much of this keyword-level control each campaign type keeps.\u003C/p>\u003Ch2>Where to find Quality Score and what the dash means\u003C/h2>\u003Cp>In Google Ads, open the Keywords report, choose Columns, and add the columns in the Quality Score section. Alongside the current values there are four historical columns:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >Quality Score (hist.)\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >Exp. CTR (hist.)\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >Ad relevance (hist.)\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >Landing page exper. (hist.)\u003C/li>\u003C/ul>\u003Cp>Segmenting the historical columns by day shows how the score moved across your reporting period, which is more useful than a single snapshot when you have just changed ads or pages.\u003C/p>\u003Cp>If a keyword shows "—" instead of a number, Google Ads Help explains that there are not enough searches that exactly match the keyword to determine a score. Changing the match type does not change the score, because the score is based on historical impressions for exact searches of the keyword.\u003C/p>\u003Ch2>How to read the three components\u003C/h2>\u003Cp>Treat the component ratings as a triage list, not the headline number. Two keywords can both show a 5 and need completely different work.\u003C/p>\u003Cdiv class=\"lexical-table-container\">\n        \u003Ctable class=\"lexical-table\" style=\"border-collapse: collapse;\">\n          \u003Ctbody>\u003Ctr class=\"lexical-table-row\">\n        \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> What you see \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> What it usually points to \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Where to look first \u003C/p>\n      \u003C/th>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Expected CTR below average, relevance fine \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> The ad matches the query but is not compelling next to competitors \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Headlines, offer, calls to action \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Ad relevance below average \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> The ad group mixes keywords with different intent \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Ad group structure, ad copy wording \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Landing page experience below average \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> The page does not deliver what the ad and query promised, or is slow or hard to use on mobile \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> The destination page itself \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> All three average or above, score still modest \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Competitors for that exact search are strong \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Usually nothing urgent; weigh against performance goals \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> The same weak component across many ad groups \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> An account-wide habit, such as one generic landing page for everything \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Templates and account structure \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>Used this way, the score works as a filter: it tells you where to focus, including keywords that already perform well but still have room to improve, and weaknesses that repeat across the account.\u003C/p>\u003Ch2>Improving each component without chasing the number\u003C/h2>\u003Cp>\u003Cstrong>Expected CTR.\u003C/strong> When this is Average or Below average, Google's guidance points to the ad itself: make the offer clear, make sure the ad text matches the intent of the keyword, show what is distinctive about the product, and test different calls to action such as Buy, Sign up, Try, or Get a quote.\u003C/p>\u003Cp>\u003Cstrong>Ad relevance.\u003C/strong> The fixes are structural: use language in the ad that reflects the search terms, split ad groups that contain keywords with different meanings, and group keywords by theme so each ad group can carry ads that speak to one intent. A single ad group holding both research-stage and purchase-stage keywords will struggle on relevance no matter how good the copy is.\u003C/p>\u003Cp>\u003Cstrong>Landing page experience.\u003C/strong> The page should deliver what people searched for, keep the message consistent between ad and page, work well on mobile, and load quickly. Conversion rate is a reasonable proxy for how useful visitors find the page, but only if conversions are tracked reliably; see our walkthrough of \u003Ca href=\"https://deepclick.com/resources/blog/bigcommerce-google-ads-conversion-tracking/\">Google Ads conversion tracking setup on BigCommerce\u003C/a> for what a clean setup involves.\u003C/p>\u003Cp>Landing page experience is judged on the page people actually reach after the click. Consistency between the ad, the query, and that destination is also central to ad policy review, which is why pages that show reviewers something different from users are a compliance problem rather than an optimization trick. Our guide on \u003Ca href=\"https://deepclick.com/resources/blog/what-is-website-cloaking/\">website cloaking and where the compliance line sits\u003C/a> explains that boundary.\u003C/p>\u003Ch2>Why "raise the account Quality Score" is the wrong goal\u003C/h2>\u003Cp>Google Ads Help is explicit that Quality Score is not a key performance indicator and should not be optimized or aggregated with the rest of your data. Three consequences are worth keeping in mind:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>Do not average it across the account.\u003C/strong> A spend-weighted average score mixes keywords with different competitors and different amounts of data into a number that describes none of them.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>Do not pause keywords on score alone.\u003C/strong> A keyword with a modest score and healthy conversion economics is doing its job. Judge it by your performance goals, then use the components to see what could be better.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>Do not treat a higher score as the result.\u003C/strong> The result is the outcome you bid for: conversions, value, or qualified traffic. The score helps explain why that outcome is harder or easier to reach on a given keyword.\u003C/li>\u003C/ul>\u003Cp>This is also a useful test when reviewing someone else's work. If a monthly report leads with an account-wide Quality Score trend instead of conversions and cost, ask what changed in performance. Our guide on \u003Ca href=\"https://deepclick.com/resources/blog/meta-ads-agency/\">when to hire an ads agency and how to choose one\u003C/a> covers how to set reporting expectations up front.\u003C/p>\u003Ch2>A practical Quality Score review routine\u003C/h2>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >Add the Quality Score and three component columns to the Keywords report, filtered to keywords with meaningful spend.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >Sort by the component rated Below average, not by the 1–10 score.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >For each group of keywords sharing the same weak component, apply the matching fix: copy for expected CTR, structure for ad relevance, the destination page for landing page experience.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >After changes, use the historical columns segmented by day to see whether the component rating moved, and check it against conversion data before drawing conclusions.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >Leave keywords showing "—" alone unless their performance says otherwise; there is no score to fix yet.\u003C/li>\u003C/ol>\u003Cp>If the account is new and most keywords still show a dash, the structure decisions matter more than any score; our \u003Ca href=\"https://deepclick.com/resources/blog/google-ads-account-setup-guide/\">Google Ads account setup guide\u003C/a> covers the order that avoids rework.\u003C/p>\u003Ch2>FAQ\u003C/h2>\u003Ch3>Does Quality Score directly change what I pay per click?\u003C/h3>\u003Cp>Not directly. Google Ads Help says Quality Score is not an input in the ad auction; Ad Rank uses auction-time quality alongside bid and context. Higher quality ads can often lead to lower costs per click, which is why the underlying components still matter.\u003C/p>\u003Ch3>Why does my keyword show a dash instead of a Quality Score?\u003C/h3>\u003Cp>A dash means there are not enough searches that exactly match the keyword to determine a score. It is a data-volume message, not a penalty.\u003C/p>\u003Ch3>Will switching to broad match improve my Quality Score?\u003C/h3>\u003Cp>No. The score is based on historical impressions for exact searches of the keyword, so changing the match type does not change it.\u003C/p>\u003Ch3>Should I pause keywords with a low Quality Score?\u003C/h3>\u003Cp>Not on the score alone. Check conversion results first, then use the weak component to decide whether the ad copy, the ad group structure, or the landing page needs work.\u003C/p>\u003C/div>","https://deepclick.com/resources/blog/google-ads-quality-score",{"en":559,"zh-CN":559},[586],{"id":154,"title":587,"site":588,"image":590,"mobileImage":600,"targetUrl":608,"enabled":555,"postDateFrom":609,"postDateTo":610,"updatedAt":611,"createdAt":612},"2026.10.20 Jakarta summit (deepclick)",{"id":18,"key":538,"name":539,"prodHost":540,"testHost":541,"blogPath":542,"docPath":543,"zhPrefix":544,"deployHookTest":545,"deployHookProd":546,"brandAuthor":149,"brandKit":589,"enabled":555,"updatedAt":556,"createdAt":557},{"logoLight":19,"logoDark":19,"primaryColor":552,"accentColor":553,"tagline":554,"wechatName":19,"xhsHandle":19,"wechatQr":19},{"id":591,"alt":592,"updatedAt":593,"createdAt":593,"url":594,"thumbnailURL":19,"filename":595,"mimeType":596,"filesize":597,"width":598,"height":599},1068,"TrafficTalking Jakarta summit 2026.10.20 (en)","2026-09-04T10:44:12.868Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-en-9f7ee22f6562.png","traffictalking-jakarta-banner-en-9f7ee22f6562.png","image/png",1565832,2000,400,{"id":601,"alt":602,"updatedAt":603,"createdAt":603,"url":604,"thumbnailURL":19,"filename":605,"mimeType":596,"filesize":606,"width":607,"height":599},1070,"TrafficTalking Jakarta summit 2026.10.20 (mobile-en)","2026-09-04T10:44:23.791Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-mobile-en-3ef8e652bbac.png","traffictalking-jakarta-banner-mobile-en-3ef8e652bbac.png",580158,1200,"https://t.me/rrrun_r","2026-09-03T00:00:00.000Z","2026-10-04T00:00:00.000Z","2026-09-04T10:45:05.578Z","2026-09-04T10:45:03.031Z",1789356258955]