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The Google "Report Card"

Why a score of 10/10 saves you money.

Quality Score is a grade that Google gives your keywords. It is a number from 1 to 10.

10/10: Perfect. Your ad is helpful and relevant.

1/10: Terrible. Your ad is not relevant to what people are searching for.

Why does it matter? Google rewards high-quality ads with lower prices. If you have a high Quality Score, you can pay less than your competitor but still appear above them in the search results. It is effectively a discount for being a good advertiser.

The 3 Factors That Decide Your Score

How Google calculates the number.

Your score comes from three specific data points:

Expected Click-Through Rate (CTR): Does Google think people will click your ad? If your past performance is good, this score goes up.

Landing Page Experience: Does your website load fast? Is it easy to read? Do people stay on the page or leave immediately?

Ad Relevance: Does the text in your ad match the keyword the user searched for?

Deep Dive on Ad Relevance: If a user searches for "Red Tennis Shoes":

Ad A says: "Buy Red Tennis Shoes." (High Relevance).

Ad B says: "We Sell Sports Equipment." (Low Relevance).

Ad C says: "Blue Trucks for Sale." (Zero Relevance).

To fix low Ad Relevance, make sure your keywords are actually written inside your Ad Headlines.

The "Discount" vs. The "Tax"

How Quality Score changes your Cost Per Click (CPC)

Think of Quality Score like a multiplier for your money.

The Discount (Score 7-10): Google wants to show your ad because users like it. They might charge you 30-50% less per click.

The Neutral Zone (Score 4-6): You pay the market average.

The Penalty Tax (Score 1-3): Google thinks your ad is annoying or irrelevant. They will charge you up to 400% more just to show your ad.

Simple Rule: If your CPC is very high, check your Quality Score first. You might be paying the "Penalty Tax."

How Fraud Damages Your Score

Why bots are bad for your reputation

Your Quality Score relies heavily on Click-Through Rate (CTR) and User Behavior. Click fraud attacks can destroy both of these:

Competitor Sabotage: A competitor's bot searches for your keyword 1,000 times but never clicks your ad. This makes your CTR look terrible (0%), which drops your Quality Score.

Bounce Rates: A bot clicks your ad but leaves the website in 0.1 seconds. Google sees this and thinks, "This landing page must be bad," and lowers your score.

The Fix: Using ClickSambo prevents these bad interactions. By blocking bots, you protect your CTR and Landing Page data, helping you keep a high Quality Score and low costs.