[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fquality-score-101":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":336,"breadcrumbs":337,"reading_minutes":147,"category":345,"head":347},"2018-01-19T12:03:00",{"rendered":6},"\n\u003Ch3 class=\"wp-block-heading\" id=\"what-is-quality-score\">\u003Cstrong>What is Quality Score?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Quality Score is the metric Google uses to rate the quality and relevance of your targeted keywords and the ads you’re serving. In short, it measures the quality of the user experience provided by your ads. It’s graded at keyword level on a scale of 1-10 and is made up of three main components:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F1659752?hl=en&authuser=0\">Ad relevance\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F1659694?hl=en&authuser=0\">Landing page experience\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F1659696?hl=en&authuser=0\">Expected click-through rate\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Each of these components are ranked as \u003Cstrong>Above Average\u003C\u002Fstrong>,\u003Cstrong> Average\u003C\u002Fstrong>, or \u003Cstrong>Below Average\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"but-why-is-quality-score-important\">\u003Cstrong>But why is Quality Score important?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Google’s algorithm for Quality Score contributes towards your ad rank which, along with your CPC bid, determines your actual cost per click. The higher your ad rank, the lower your CPCs – and as a result, the higher your ads will appear in the search results. Therefore, you’ll be able to get more clicks (and hopefully more conversions!) using your same budget. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fnew-adwords-ad-ranking-formula-what-does-it-mean-174946\">The below graphic\u003C\u002Fa> sums up the relationship well.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fstatic.impression.co.uk\u002F2018\u002F01\u002Fad-rank.png\" alt=\"\" class=\"wp-image-9263\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-each-component-mean\">\u003Cstrong>What does each component mean?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Though the names of the components are fairly self explanatory, it’s helpful to break them down:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Ad relevance\u003C\u002Fstrong>\u003Cstrong> – how relevant your ad is to the keywords you’re targeting with its ad group.\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>Landing page experience\u003C\u002Fstrong> – the quality of experience which users have on the landing page used in your ad.\u003C\u002Fli>\u003Cli>\u003Cstrong>Expected click through rate\u003C\u002Fstrong> – the estimated chance that your ad will be clicked when shown, based on historical CTR data. Information on the lookback period for this data is not made available to advertisers.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-do-we-optimise-each-component\">\u003Cstrong>How do we optimise each component?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"ad-relevance\">\u003Cstrong>Ad relevance\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>To ensure your keywords have maximum ad relevance, it’s important to structure your account well. If possible it’s a good idea to plan your campaigns and ad groups around your website structure e.g. a clothing retailer may choose to have different campaigns for different brands, which contain ad groups for different types of clothing. As a result the keywords within the ad groups can be quite specific and then used in the ad copy. This similarity between the two means that Google views these ads as highly relevant to the keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>To help with this, you could choose to follow a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fklientboost.com\u002Fppc\u002Fsingle-keyword-ad-groups\u002F\">SKAG\u003C\u002Fa> (single keyword ad group) structure. This structure provides a level of granularity which ensures your ads can be highly relevant & adjust your bids based on highly specific data.\u003C\u002Fp>\n\n\n\n\u003Cp>Read more about how to create relevant & powerful ad copy \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fthedrum.com\u002Fprofile\u002Fnews\u002F279893\u002Flanguage-psychology-why-it-matters-ppc\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"landing-page-experience\">\u003Cstrong>Landing page experience\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Ensure the landing pages you use are the most relevant ones available for each ad group. This may be a product or category page, depending how your ad groups have been structured. Make sure the landing page you choose has a clear layout – don’t make the user have to search to convert! It’s a good idea to monitor your bounce rates and the time users spend on your site – if you have a high bounce rate, review your landing page choices!\u003C\u002Fp>\n\n\n\n\u003Cp>At Impression we use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ppchero.com\u002Fdynamic-landing-pages\u002F\">dynamic landing pages\u003C\u002Fa> to ensure the best experience for users who visit our site via ads. Dynamic landing pages use dynamic insertion to become specialised for each user, changing to meet their needs. For instance, if you offer a nationwide removals service then you could use dynamic landing pages to produce a highly specific landing page for users searching for “removal service in Halifax”.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"expected-click-through-rate\">\u003Cstrong>Expected click through rate\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Make sure when you build your campaigns that you’re using relevant keywords for your campaigns. If you can create highly relevant ads for products\u002Fservices that the user is definitely searching for, then you’re likely to receive high CTRs. Using negative keywords to refine the impressions your ads receive will help a lot with this.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s also important to bid highly enough that your ads start building up impressions to give Google enough data to work with, to calculate your expected CTR. Make good use of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadwords.google.com\u002Fintl\u002Fen_uk\u002Fhome\u002Ftools\u002Fkeyword-planner\u002F\">Google’s keyword planner\u003C\u002Fa> to estimate your CPCs, and bid based on these.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"keep-track-of-your-quality-score\">Keep track of your quality score\u003C\u002Fh3>\n\n\n\n\u003Cp>We recommend keeping an eye on your quality score using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ppc-epiphany.com\u002F2016\u002F03\u002F11\u002Fintroducing-the-quality-score-tracker-v3-0\u002F\">this script\u003C\u002Fa>. This will provide you with more up to date information than Adwords will, allowing you to react to changes quickly and keep your account in top shape.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"think-weve-missed-something-let-us-know-about-your-experiences-with-quality-score-in-the-comments\">Think we’ve missed something? Let us know about your experiences with quality score in the comments!\u003C\u002Fh4>\n",false,"standard",[10],40,[],[13],135,[15,16,17,18,19,20,21,22],"post-12077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":143},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Quality Score 101: The Road To Successful Ads",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,118,132],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":115},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106,109,112],{"name":107,"image":108},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":110,"image":111},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":113,"image":114},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":116,"name":117},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":119,"excerpt":120,"to":121,"postedAt":122,"readingTime":123,"image":124,"authors":125,"category":131},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[126,128],{"name":127,"image":36},"Joe Turnbull",{"name":129,"image":130},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":116,"name":117},{"type_key":16,"title":133,"excerpt":134,"to":135,"postedAt":136,"readingTime":103,"image":137,"authors":138,"category":142},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139,141],{"name":140,"image":36},"Harry Clements",{"name":129,"image":130},{"to":116,"name":117},{"type":144,"style":145,"heading":28,"date":4,"updatedAt":146,"reading_minutes":147,"image":148,"imageAlt":28,"categories":149,"collections":335},"blog-post","light","2022-02-07T16:48:32",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fdiego-jimenez-A-NVHPka9Rk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[150],{"id":10,"count":151,"description":152,"link":116,"name":117,"slug":153,"taxonomy":154,"parent":42,"meta":155,"acf":156,"head_links":157,"resource_count":158,"yoast_title":159,"yoast_meta":160,"yoast_json_ld":204,"_links":303,"path":116},272,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[161,163,166,169,172,175,178,180,182,184,187,190,193,196,198,201],{"property":162,"content":159},"title",{"property":164,"content":165},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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