Google Ads operates on a system that prioritises ads most likely to get clicks. If Google determines that your ad is not well-optimised and has a low Quality Score, it will show a competitor’s ad instead—one that has a higher probability of engagement. This means that every element of your ad campaign must be optimised to improve visibility and performance.
If your Google Ads campaigns are showing the dreaded “Rarely shown due to low Quality Score” message, it means your ads aren’t being displayed as often as they could be, limiting their potential. This issue is common, but it can be fixed by addressing key areas such as ad relevance, landing page experience, and expected click-through rate (CTR). Here’s how to diagnose and improve your Quality Score to get better ad placements and more conversions.
Understanding Quality Score
Google assigns a Quality Score (QS) between 1 and 10 to each keyword in your campaign. This score influences how often your ads appear and how much you pay per click. The three key components that determine your Quality Score are:
- Expected Click-Through Rate (CTR): How likely it is that users will click your ad based on historical data.
- Ad Relevance: How closely your ad copy matches the search intent behind the keyword.
- Landing Page Experience: How relevant, useful, and user-friendly your landing page is for visitors.
A low score in any of these areas can cause your ads to be shown less frequently or not at all.
Key Google Ads Columns to Add for Better Insights
To diagnose why your Quality Score is low, you should add the following columns to your Google Ads keyword report:
1. Quality Score
This column shows the current Quality Score for each keyword on a scale of 1 to 10. A score of 1-3 is considered low and requires urgent optimisation.
2. Expected Click-Through Rate (CTR)
This metric predicts the likelihood of your ad being clicked. It is rated as Below Average, Average, or Above Average. A “Below Average” rating means you should refine your ad copy to make it more engaging.
3. Ad Relevance
This measures how well your ad copy aligns with the keyword. If this is rated as Below Average, it suggests that your ad text doesn’t closely match what users are searching for.
4. Landing Page Experience
This assesses whether your landing page provides valuable content and a good user experience for visitors. A low score here means your page may not be relevant or user-friendly enough for the search query.
5. Impr. (Top) % and Impr. (Abs. Top) %
These columns indicate how often your ad appears at the top of the search results. A low percentage suggests that your Quality Score or bid may be too low to compete.
6. Conversions and Conversion Rate
While not directly related to Quality Score, tracking conversions helps assess the effectiveness of your ads. A high Quality Score should ideally lead to better conversion rates.
Actions to Improve Low Quality Score
Once you’ve added the above columns, take the following steps to improve your Quality Score:
1. Improve Your Ad Copy
If your ad relevance or expected CTR is low, rewrite your ads to better match user intent. Use:
- Primary keywords in the headline and description.
- Clear calls-to-action that encourage clicks.
- Compelling value propositions, such as free quotes or next-day delivery.
2. Optimise Landing Pages
If your landing page experience is poor:
- Ensure your page loads quickly on all devices.
- Make sure the content directly relates to the ad.
- Include clear contact details and trust signals like testimonials or guarantees.
3. Use More Relevant Keywords
If certain keywords consistently have a low Quality Score, consider:
- Removing low-performing keywords.
- Adding more specific, long-tail keywords.
- Using negative keywords to filter out irrelevant traffic.
Example: Fixing Low Quality Score for a Garden Room Business
A company selling garden rooms in Surrey is running Google Ads but finds their keywords like “garden office installation” and “bespoke garden rooms” are rarely shown due to low Quality Score.
After adding the recommended columns, they discover:
- Their ad relevance is Below Average because the ad copy focuses too much on “luxury outdoor spaces” instead of using search terms like “garden office”.
- The landing page experience is Below Average because it discusses general home renovations rather than garden room installations.
- The expected CTR is Below Average because the ad headline isn’t compelling enough to attract clicks.
Fixing the Issues:
- They rewrite their ads to include terms like “Custom Garden Offices – Installed in Surrey”.
- They optimise their landing page to focus solely on garden rooms, with clear pricing and installation details.
- They add negative keywords like “DIY” and “shed kits” to avoid irrelevant traffic.
As a result, their Quality Score improves, and their ads appear more frequently, leading to a 30% increase in conversions.
Final Thoughts
Low Quality Score can severely impact your Google Ads performance, but by using the right keyword report columns, identifying weak areas, and making improvements, you can get better ad placements and lower costs. Regularly review your campaign performance and refine your strategy to maintain a high Quality Score and maximise results.
