The quality score is a complex system composed of multiple dynamic factors, and it cannot be instantly improved through simple adjustments at the ad group or keyword level. In this sense, we’re here to provide you with feasible solutions to enhance your Google Ads campaign performance.
1. Campaign, Ad Group, and Keyword Structure
There is a need to meticulously plan our campaigns and ad groups, ensuring that each ad group is focused on closely related keywords. This way, the ads can more accurately match these keywords, naturally leading to better performance. This meticulous approach not only optimizes the ads but also improves the quality score.
Conversely, if the keywords within an ad group are disorganized, it becomes challenging to create precisely tailored ads. In such cases, the ad relevance decreases, and the click-through rate is negatively impacted. Therefore, a well-structured campaign is crucial for ensuring the effectiveness and quality of ads.

2. Write Relevant and Compelling Ad Content
After determining the effectiveness of your ad groups and keywords, the next step is to craft ad content that is both relevant and engaging. During this process, we need to ensure that the ad headlines, descriptions, and URLs naturally incorporate well-performing keywords. This approach has two benefits:
By directly addressing the search user’s queries, the ad’s appeal should be increased to make users more likely to click, which effectively boosts the click-through rate. This high level of relevance is also captured by Google’s algorithm and becomes one of the key factors in evaluating the quality score, helping to improve the ad’s ranking and visibility in search results.
3. Ad Formats and Dynamic Headlines
By 2024, text ads will be standardized as responsive search ads, allowing advertisers to creatively configure up to 15 headlines and 4 descriptions. However, when displayed, the system will intelligently match user searches, selecting up to 3 headlines and 2 descriptions to ensure high relevance and appeal.
Other ad optimization strategies to boost click-through rates involve using dynamic ad headlines:
- Keyword Insertion Strategy: This allows the user’s search query to be directly incorporated into the headline, achieving a high match with the search intent.
- Location Insertion Feature: This automatically adjusts the ad copy based on the user’s geographic location (e.g., city, state, country/region), enhancing the ad’s specificity and regional relevance.
- Countdown Feature: Particularly useful for limited-time promotions, it creates a sense of urgency by displaying the remaining time, effectively motivating users to click on the ad.

4. Add as Many Relevant Ad Extensions as Possible
While ad extensions do not directly affect the quality score, they can significantly boost the click-through rate. As extensions of ad content, ad extensions not only increase the display area of the ad in the search engine but also provide users with more detailed information about your business and products.
Therefore, including as many relevant ad extensions as possible can enhance the appeal of the ad, thereby increasing the click-through rate. Based on experience, sitelinks, callouts, and structured snippets are essential for almost all businesses, especially those operating internationally.
In addition to these, you can also add other ad extensions that are increasingly relevant to your business, such as price, promotion, and location extensions. Here is an overview of Google ad extensions:

5. Use Negative Keywords & Regularly Review Campaigns
When using phrase match and broad match keyword strategies, it is crucial to compile a detailed list of negative keywords. This helps you effectively block search queries that are not relevant to your business, thereby ensuring that the ad’s relevance and click-through rate remains unaffected.
Additionally, international advertisers should make it a routine to review the search queries in Google Ads regularly, such as on a weekly basis. This practice helps maintain keen insights into ad performance. By promptly adding new irrelevant searches as negative keywords, you can continuously optimize ad targeting.

6. Optimize Landing Page Experience
The landing page experience is an essential component of evaluating the quality score. While the first five steps focus on optimizing campaign and ad group structures, enhancing ad relevance, and improving overall click-through rates, improving the quality score doesn’t stop there. To further enhance your ad performance, consider the following key factors in landing page design:
- Consistency in Messaging: Ensure that the content from keywords through ads to the landing page is consistent. The keywords should be visible on the landing page, and the page should align with the search intent.
- Select URLs for Ad Groups: Assign the most relevant URL to each ad group, allowing searchers to find exactly what they are looking for.
7. Improve Website Speed
In the process of optimizing website performance, website speed is a crucial factor that cannot be overlooked. Slow-loading websites not only weaken user experience but may also negatively impact the quality score, reducing ad effectiveness. In contrast, fast-loading websites provide a smoother, less disruptive browsing experience and typically contribute to better overall performance.
To accurately assess and improve your website speed, it is recommended to use Google’s free PageSpeed Insights tool. This tool not only scores your website’s speed (with a maximum score of 100) but also provides valuable improvement suggestions to help accelerate page loading.
It’s important to note that website loading speed often determines user retention and directly affects conversion rates. Therefore, optimizing website speed is a critical step in enhancing both quality score and overall performance.
In Conclusion
After thoroughly analyzing the importance of Google Ads quality score, its key influencing factors, how to review it, and strategies for improvement, you should now have a deep understanding of how optimizing the quality score is crucial for enhancing ad performance, reducing costs, and increasing market competitiveness.