What is a quality point?
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The Quality Score (Laatupiste) reflects the quality of your ad: expected CTR, ad relevance, and landing page experience. Here's how to interpret the scores and improve them step by step.
What is a Quality Score?
Quality Score indicates how well the keyword + ad + landing page match each other. A high Quality Score improves visibility and can lower the cost-per-click (CPC), as the system rewards relevant experiences.
In short: the Quality Score consists of expected CTR, ad relevance, and landing page experience.
How Quality Score is Determined
Expected CTR – the likelihood that the ad will be clicked on in this search.
Ad Relevance – does the ad match the search query and the user's intent.
Landing Page Experience – page speed, content, clarity, and requested information.
Scores are often displayed at the Below Average / Average / Above Average level. The goal is to raise at least one factor to the Above Average level per keyword/group.
Why is this important?
Better quality → more impressions for the same budget and often a lower CPC, because the system favours relevant ads.
Synonyms & Searches
quality score, quality score in advertising, ad relevance, landing page experience, expected CTR.
7 Steps to Improve Quality Score
Group keywords tightly. Same topic in the same group; 5–20 precise terms / group.
Reflect search phrases in the title. Place the most important keyword in H1/H2 and the ad title.
Write the benefit first. "Solution + modifier" in the ad title; the same message on the page.
Speed up the page. Optimize images, remove unnecessary scripts, ensure mobile readability.
Clear CTA. One main action: “Book 20 min”, “Request a quote”, “Buy now”.
Eliminate wrong intent. Add negative keywords (free, wiki, job…); separate the brand.
Test 3 versions. Change the hook (question / result / myth) – keep the framework and targeting the same, so you can see what works.
Quick checklist (keyword → ad → page)
The keyword appears in the ad title and page title
The page has answers to the user's question (price, features, area)
The page's speed and mobile experience are in order
UTM policy and conversion tracking work → you see the impact on CPL/CPA
Most Common Mistakes
Too broad groups. “All in” → relevance drops.
Advertisement promises something different than the page. CTR may rise, but CVR collapses.
Slow page. Good content is not enough if the loading is sluggish.
No negation. Budget is wasted on the wrong intent → quality factors deteriorate.
One copy forever. Without tests, you won’t raise the expected CTR.
FAQ
What is a “good” quality score?
Aim for Average/Above Average level across all three factors. The score is not an absolute value – the most important thing is its impact on CPC/CPL/CPA figures.
Can the quality score affect ranking?
Quality matters because it reflects relevance and user experience. Better quality helps win against less relevant ads without the bid having to be sky-high.
Does the quality score improve immediately?
Rarely. Give 1–2 weeks of data after changes and check the trend at the keyword level.
Should the brand be separated?
Yes. The brand often boosts CTR and distorts the quality picture – keep it as a separate campaign.
