What does Average Quality Score (Avg. QS) measure?
Quality Score is Google’s rating of the quality and relevance of your keywords, your Ads and the landing page experience in relation to what the user is searching for.
A good Quality Score is 7 or higher. An average Quality Score is 4, 5, or 6. A bad Quality Score is 3 or lower. The graphic below indicates how Google factor in your QS in terms of discounting or loading your bid.
Why is a high Quality Score important?
You bid against your competitors every time a user searches for a word or phrase that triggers one of your selected Keywords. Google consider that the higher the QS, the more relevant your Ad will be to the person searching.
Advertisers benefit from having a higher Quality Score because it means they have to pay less to maintain their position versus their next competitor. In effect, the higher the QS, the less they have to pay for the same click.
Why is a Keyword QS more important than the average QS?
80% of your engagement will came from 20% of your Keywords. It is important to look at the individual QS of your top 20 Keyword. These should have a QS of 7 or higher.
An average QS for an Ad Group (which may have over 100 Keywords) should be greater than 5.