Google's 1 to 10 diagnostic rating of a keyword's expected click-through rate, ad relevance, and landing page experience. Quality Score is not used directly in the auction, but the components behind it are: a higher quality ad wins better positions at lower cost than a lower quality one with the same bid. Microsoft Advertising and Amazon use analogous scores.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Quality Score." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/quality-score/