When running Google Ads, your ad’s position on the search results page is not random. It depends on Ad Rank, which is heavily influenced by your Quality Score. Together, these factors decide how often your ad appears, how high it ranks compared to competitors, and how much you pay per click.
So, what factors affect ad placement and Quality Score? Let’s break it down.
What Is Quality Score?
Quality Score is Google’s rating of the relevance and usefulness of your ads, keywords, and landing pages. It is measured on a scale from 1 to 10 and directly impacts both your cost per click (CPC) and your ad position.
A higher Quality Score usually means:
- Lower costs
- Better ad positions
- More visibility to your target audience
Key Factors That Affect Ad Placement and Quality Score
Expected Click Through Rate (CTR)
Google estimates how likely people are to click on your ad based on past performance. Ads with strong, relevant copy that matches user intent generally achieve higher CTRs.
Ad Relevance
Your ad copy should align closely with the searcher’s intent. If someone searches for “Google Ads management” and your ad highlights “SEO services,” your relevance score drops. Better alignment equals stronger results.
Landing Page Experience
Once someone clicks your ad, the landing page matters. Google rewards landing pages that are:
- Relevant to the ad copy
- Fast loading speed
- Mobile friendly
- Easy to navigate
A poor landing page experience lowers your Quality Score and increases your costs.
Ad Extensions and Formats
Adding sitelinks, callouts, or structured snippets can make your ad more useful. These extensions often improve CTR, which in turn improves Ad Rank.
Historical Performance
Google considers the overall track record of your Google Ads account. Advertisers who consistently deliver relevant, high performing campaigns are rewarded with better placement.
Why Quality Score Matters
Quality Score is more than a number. It determines how efficiently your ad spend works. With a higher Quality Score, you can:
- Pay less per click
- Earn higher ad positions
- Achieve stronger returns on ad spend (ROAS)
Put simply, the more relevant and valuable your ads, the better your performance and cost efficiency.
Our Final Thoughts
Ad placement and Quality Score depend on relevance, value, and user experience. If you create compelling ads, align them with the right keywords, and optimise your landing pages, you will improve your Quality Score. That means higher visibility, lower costs, and better results.
At Stellar Digital Media, we craft Google Ads campaigns that do more than just appear, they perform.
Some Frequently Asked Questions We Get:
- Q: What is a good Quality Score?
A: Quality Score of 7 or higher is considered strong, but it can vary by industry and competition. - Q: Does Quality Score affect cost per click?
A: Yes. A higher Quality Score generally lowers your CPC, allowing you to generate more clicks with the same budget. - Q: Can ad extensions improve ad placement?
A:Yes. Ad extensions often increase CTR, which strengthens Ad Rank and helps improve ad placement. - Q: Is landing page speed important for Quality Score?
A: Absolutely. A fast, mobile friendly landing page is a key factor in maintaining a strong Quality Score.