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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 质量得分（Quality Score）是一个按关键词给出的 1–10 分诊断指标，用来估计：在过去 90 天里，和那些针对完全相同搜索展示过广告的其他广告主相比，你的广告质量处在什么位置。它由三个组成部分构成：预期点击率、广告相关性、着陆页体验。Google Ads 帮助中心写得很直接：质量得分不是广告竞价的输入项。\u003C/p>\u003Cp>最后这句话恰恰是多数投放人略过的，而它决定了这个分数该怎么用。本文讲清楚质量得分衡量什么、它和广告评级（Ad Rank）是什么关系、三个组成部分怎么读，以及某一项被评为"低于平均水平"时该改什么。\u003C/p>\u003Ch2>Google Ads 质量得分到底衡量什么\u003C/h2>\u003Cp>按 Google Ads 帮助中心《关于质量得分》一文的说法，质量得分是一个诊断工具，用来让你了解自己的广告质量与其他广告主相比如何。它按关键词报告，建立在三个组成部分之上；每个部分都会和针对同一搜索展示过广告的广告主比较，评为"高于平均水平""平均水平"或"低于平均水平"。\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> 组成部分 \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> Google Ads 帮助中心的定义 \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> 可能的评级 \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> 预期点击率 \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> 广告展示时被点击的可能性 \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> 高于平均 / 平均 / 低于平均 \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> 广告相关性 \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> 广告与用户搜索背后意图的匹配程度 \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> 高于平均 / 平均 / 低于平均 \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> 着陆页体验 \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> 着陆页对点击广告的人有多相关、多有用 \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> 高于平均 / 平均 / 低于平均 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>从这个定义能推出两个性质。第一，它是\u003Cstrong>相对的\u003C/strong>：你账户里什么都没动，某个组成部分也可能变化，因为比较对象变了。第二，它是\u003Cstrong>历史的\u003C/strong>：它汇总的是该关键词在完全匹配搜索上过去的展示情况，而不是下一次竞价会发生什么。\u003C/p>\u003Ch2>质量得分与广告评级：竞价真正用的是什么\u003C/h2>\u003Cp>竞价时系统并不会去查你那个 1–10 分。Google Ads 帮助中心《关于广告评级》列出的决定因素是：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >你的出价\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >竞价当下评估的广告与着陆页质量\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >广告评级门槛，即广告能够展示所需达到的最低标准\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >竞价的竞争程度\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >搜索情境，例如搜索字词、地理位置、设备、时间\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >广告素材（如附加链接、电话号码）的预期效果\u003C/li>\u003C/ol>\u003Cp>竞价中的质量信号是针对每一次搜索实时评估的，思路与上面三个组成部分一致。所以更准确的理解是：质量得分是某个关键词这些信号在一段时间内的汇总表现。\u003C/p>\u003Cp>Google 也提到，质量更高的广告往往能带来更低的每次点击费用——这是质量值得关注的现实原因。但这也说明，分数平平的关键词未必有问题：每一次搜索，竞价都在把质量和出价、情境、竞争放在一起权衡。如果你正在关键词驱动的搜索广告和自动化广告系列之间做选择，可以看我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/pmax-vs-search-campaigns/\">PMax 与搜索广告系列对比\u003C/a>，里面讲了两种类型各自保留了多少关键词层面的控制。\u003C/p>\u003Ch2>在哪里看质量得分，出现"—"是什么意思\u003C/h2>\u003Cp>在 Google Ads 中打开"关键字"报告，点"列"，添加"质量得分"分组下的列。除当前值外，还有四个历史列：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >质量得分（历史）\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >预期点击率（历史）\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >广告相关性（历史）\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >着陆页体验（历史）\u003C/li>\u003C/ul>\u003Cp>把历史列按天细分，可以看到报告期内分数怎么变化。刚改过广告或页面时，这比看单一快照有用得多。\u003C/p>\u003Cp>如果某个关键词显示"—"而不是数字，帮助中心的解释是：与该关键词完全匹配的搜索量不够，无法确定分数。更改匹配类型不会改变质量得分，因为它依据的是该关键词完全匹配搜索的历史展示。\u003C/p>\u003Ch2>三个组成部分怎么读\u003C/h2>\u003Cp>把组成部分的评级当作分诊清单，而不是只盯总分。两个关键词都是 5 分，需要做的事可能完全不同。\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> 你看到的情况 \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> 通常意味着 \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> 先看哪里 \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> 预期点击率低于平均，相关性正常 \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> 广告和搜索对得上，但和竞争对手放在一起不够吸引人 \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> 标题、卖点、行动号召 \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> 广告相关性低于平均 \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> 广告组里混了意图不同的关键词 \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> 广告组结构、广告文案用词 \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> 着陆页体验低于平均 \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> 页面没兑现广告和搜索的预期，或加载慢、移动端难用 \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> 目标页面本身 \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> 三项都在平均及以上，总分仍一般 \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> 这个完全匹配搜索上的竞争对手很强 \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> 通常不紧急，结合业绩目标权衡 \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> 很多广告组同一项偏弱 \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> 账户层面的习惯问题，比如所有广告都用同一个通用着陆页 \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> 模板与账户结构 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>这样用，质量得分就是一个筛子：告诉你该把精力放在哪，包括那些已经表现不错但仍有提升空间的关键词，以及在整个账户里反复出现的短板。\u003C/p>\u003Ch2>按组成部分改进，而不是追分数\u003C/h2>\u003Cp>\u003Cstrong>预期点击率。\u003C/strong> 评级为平均或低于平均时，Google 的建议集中在广告本身：把卖点讲清楚，确保广告文字对上关键词的意图，突出产品的独特之处，并测试不同的行动号召，比如"购买""注册""试用""获取报价"。\u003C/p>\u003Cp>\u003Cstrong>广告相关性。\u003C/strong> 这一项的解法是结构性的：广告里使用贴近搜索字词的表达；把含义不同的关键词拆到不同广告组；按主题归类关键词，让每个广告组的广告只回应一种意图。一个广告组里同时放着调研阶段和购买阶段的关键词，文案写得再好，相关性也很难上去。\u003C/p>\u003Cp>\u003Cstrong>着陆页体验。\u003C/strong> 页面要提供用户搜索的内容，广告和页面信息一致，移动端好用，加载够快。转化率可以作为衡量页面是否有用的参考，但前提是转化追踪可靠——可参考我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/bigcommerce-google-ads-conversion-tracking-zh/\">BigCommerce 谷歌广告转化追踪配置指南\u003C/a>，了解干净的配置是什么样。\u003C/p>\u003Cp>着陆页体验评估的是用户点击后真正到达的页面。广告、搜索与目标页之间的一致性，同样是广告政策审核的核心——这也是为什么"给审核看的和给用户看的不一样"属于合规问题，而不是优化技巧。我们在 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/what-is-website-cloaking-zh/\">网站斗篷（Cloaking）完整解析\u003C/a> 一文里讲清了这条边界。\u003C/p>\u003Ch2>为什么"提高账户质量得分"是个错误目标\u003C/h2>\u003Cp>Google Ads 帮助中心明确说明：质量得分不是关键绩效指标，不应该被当作优化对象，也不应与其他数据汇总。由此有三点值得记住：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>不要在账户层面求平均。\u003C/strong> 按花费加权的平均质量得分，把竞争对手不同、数据量不同的关键词揉成一个数字，它描述不了其中任何一个。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>不要只凭分数暂停关键词。\u003C/strong> 分数一般但转化成本健康的关键词，就是在正常干活。先按业绩目标判断，再用组成部分看哪里还能更好。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>不要把分数提高当成结果。\u003C/strong> 结果是你出价追求的东西：转化、价值或有效流量。分数只是帮你解释，在某个关键词上达成这个结果为什么更难或更容易。\u003C/li>\u003C/ul>\u003Cp>审阅别人的工作时，这也是个好用的检验标准：如果月报开头放的是账户整体质量得分走势，而不是转化和成本，就该问一句业绩到底变了什么。我们关于 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/meta-ads-agency-zh/\">什么时候该找广告代理、怎么选\u003C/a> 的文章讲了怎样事先约定汇报口径。\u003C/p>\u003Ch2>一套实用的质量得分复盘流程\u003C/h2>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >在"关键字"报告中加上质量得分和三个组成部分的列，筛选出有一定花费的关键词。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >按"低于平均水平"的组成部分排序，而不是按 1–10 总分排序。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >对同一项偏弱的关键词分组处理：预期点击率改文案，广告相关性改结构，着陆页体验改目标页面。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >改动后，用按天细分的历史列看评级有没有变化，并对照转化数据再下结论。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >显示"—"的关键词，除非业绩数据有问题，否则先别动——还没有分数可改。\u003C/li>\u003C/ol>\u003Cp>如果是新账户、大多数关键词还显示"—"，结构决策比任何分数都重要；我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-account-setup-guide/\">Google Ads 开户设置指南\u003C/a> 讲了避免返工的设置顺序。\u003C/p>\u003Ch2>常见问题\u003C/h2>\u003Ch3>质量得分会直接改变我的每次点击费用吗？\u003C/h3>\u003Cp>不会直接改变。帮助中心说明质量得分不是竞价的输入项；广告评级使用的是竞价当下的质量评估，并结合出价和情境。质量更高的广告往往能带来更低的每次点击费用，所以底层的三个组成部分仍然重要。\u003C/p>\u003Ch3>为什么我的关键词质量得分显示"—"？\u003C/h3>\u003Cp>"—"表示与该关键词完全匹配的搜索量不够，无法确定分数。这是数据量不足的提示，不是惩罚。\u003C/p>\u003Ch3>改成广泛匹配能提高质量得分吗？\u003C/h3>\u003Cp>不能。质量得分依据的是该关键词完全匹配搜索的历史展示，更改匹配类型不会改变它。\u003C/p>\u003Ch3>质量得分低的关键词应该暂停吗？\u003C/h3>\u003Cp>不要只凭分数决定。先看转化结果，再根据偏弱的那一项，判断该改广告文案、广告组结构还是着陆页。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/google-ads-quality-score",{"en":559,"zh-CN":559},[586],{"id":154,"title":587,"site":588,"image":590,"mobileImage":600,"targetUrl":609,"enabled":555,"postDateFrom":610,"postDateTo":611,"updatedAt":612,"createdAt":613},"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},1069,"TrafficTalking Jakarta summit 2026.10.20 (zh)","2026-09-04T10:44:19.548Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-zh-aa032503f69b.png","traffictalking-jakarta-banner-zh-aa032503f69b.png","image/png",1128551,2000,377,{"id":601,"alt":602,"updatedAt":603,"createdAt":603,"url":604,"thumbnailURL":19,"filename":605,"mimeType":596,"filesize":606,"width":607,"height":608},1071,"TrafficTalking Jakarta summit 2026.10.20 (mobile-zh)","2026-09-04T10:44:29.391Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-mobile-zh-372fe26c1a2d.png","traffictalking-jakarta-banner-mobile-zh-372fe26c1a2d.png",649961,1200,400,"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",1789356344825]