1 Learn the concept
Search ad platforms estimate how relevant and useful your ads and landing pages are, and that estimate affects where your ads appear and what you pay. Google calls it Quality Score. It is influenced by how likely people are to click your ad, how relevant the ad is to the keyword and the experience of your landing page. This lesson explains how to improve it.
2 See it in action
- Expected click rate: write ads that match what people searched.
- Ad relevance: keep keywords and ad text closely related.
- Landing page experience: make the page fast, clear and relevant.
- Better quality often means lower costs and better positions.
Worked example
Splitting an ad group
Before: one ad group with "math tutor", "physics tutor" and "exam prep" sending everyone to one page.
After: three groups, each with matching ads and its own page.
Result to look for: higher relevance scores and lower cost per click.
Check: change one variable at a time so you can see what helped.
3 Study an example
Example scenario
A campaign sends all keywords to one general page. After creating separate pages matching each keyword group, its relevance improves and its costs drop.
4 Apply it and download
- Review one campaign's ads and pages.
- List three improvements.
- Use the quality checklist.
Worksheet Quality checklistOpen, print or save as PDF