About Quality Score
Quality Score helps to to give you a sense of how well your ad quality compares to other advertisers.
It is measured on a scale from 1-10 and is only available at Keyword level. You will have a higher Quality Score If your ad and landing page are more relevant and useful to a person searching for your keyword, compared to other advertisers.
There are 3 components that helps calculating the Quality Score. Each component is evaluated with a status of “Above average,” “Average,” or “Below average.
Expected clickthrough rate (CTR) is "the likelihood that your ad will be clicked when shown."
Ad relevance is "how closely your ad matches the intent behind a user's search."
Landing page experience is "how relevant and useful your landing page is to people who click your ad."
For more details, see official guide from Google.
See next steps to see how to improve the above mentioned components.
How to increase your expected click-through rate (CTR)
Choose Relevant Keywords: Choose keywords that are relevant to your business and target audience. This will help ensure that your ads are shown to people who are interested in what you have to offer.
Write Compelling Ad Copy: Write ad copy that clearly communicates the benefits of your product or service, and that encourages people to click on your ad. Highlight what makes your offering unique and use strong call-to-action phrases.
Utilize Ad Extensions: Ad extensions can help increase the visibility of your ad, making it more likely that people will click on it. Examples of ad extensions include sitelink extensions, call extensions, and location extensions.
Target the Right Audience: Use Google Ads targeting options, such as location, demographics, and interests, to reach the people who are most likely to be interested in your offering.
Test and Optimize: Continuously test and optimize your ad campaigns. Try different ad copy, targeting options, and ad extensions to see what works best. Use data from Google Ads to make informed decisions about what changes to make.
By following these tips, you can help increase your expected CTR and get more clicks
How to improve your ad relevance
Conduct Keyword Research: Use tools like the Google Keyword Planner to find keywords that are relevant to your business and target audience. This will help you choose keywords that are most likely to result in relevant clicks.
Write Relevant Ad Copy: Write ad copy that is relevant to the keywords you've chosen and the needs of your target audience. Use keywords in your ad copy to make it clear what your offering is all about.
Use Relevant Landing Pages: Make sure the landing page people see after clicking your ad is relevant to your ad and the keywords you're targeting. This will help keep your bounce rate low and increase the likelihood that people will convert.
Utilize Relevant Ad Formats: Use ad formats that are relevant to your offering and target audience. For example, if you're offering a product, use product listing ads. If you're offering a service, use call-only ads.
Use Relevant Ad Extensions: Use ad extensions that are relevant to your offering and target audience. For example, if you're offering a service, use call extensions. If you're offering a product, use sitelink extensions.
By following these tips, you can help increase the relevance of your Google Ads, which will lead to more relevant clicks and higher conversion rates.
How to improve your landing page experience
Make sure your landing page is relevant: The landing page should be directly related to the ad and the keywords you're targeting. This will help ensure that people are not confused when they arrive on your site, and that they are more likely to convert.
Keep the landing page simple: Avoid clutter and keep the landing page design simple. Make it easy for people to find what they're looking for and take action.
Use a clear call-to-action: Make sure your call-to-action (CTA) is clear, prominent, and easy to find. Encourage people to take action, such as filling out a form or making a purchase.
Optimize your page load speed: Make sure your landing page loads quickly. People are more likely to abandon a slow-loading page, which will increase your bounce rate and decrease your conversion rate.
Optimize for Mobile: Make sure the landing page is optimized for mobile devices. This will help ensure that people have a positive experience no matter what device they're using.
By following these tips, you can help increase the landing page experience of your website, which will lead to more relevant clicks, lower bounce rates, and higher conversion rates.
If you want to learn more about improving your quality score, check this guide from google.