Quality Score and Essential PPC Audit Checks


In the dynamic realm of Pay-Per-Click (PPC) advertising, achieving optimal results is contingent upon various factors. One critical aspect that significantly influences the effectiveness of your campaigns is Quality Score. In this blog, we’ll delve into the intricacies of Quality Score and outline the usual checks needed in a PPC audit to ensure your campaigns are primed for success.

Understanding Quality Score:

Quality Score is a metric devised by search engines, primarily Google Ads, to evaluate the relevance and quality of your advertisements. It plays a pivotal role in determining the ad rank in search engine results pages (SERPs) and, consequently, the cost per click (CPC). A higher Quality Score translates to better ad positions at a lower cost.

Essential Components of Quality Score:

    1. Relevance of Keywords:
        • Ensure that your keywords align closely with the ad copy and landing page content.

        • Regularly review and update your keyword list to maintain relevance.
    1. Ad Relevance:
        • Craft compelling ad copies that directly relate to the targeted keywords.

        • Split-test ad variations to identify the most effective messaging
    1. Landing Page Experience:
        • Optimize landing pages for user experience, relevance, and fast loading times.

        • Align landing page content with ad copy to create a seamless journey for users.
    1. Click-Through Rate (CTR):
        • Monitor and improve CTR by refining ad copies and targeting strategies.
        • Identify and pause low-performing keywords to enhance overall campaign performance.

    1. Historical Performance:
        • Assess the historical performance of campaigns, ad groups, and keywords
        • Identify patterns and trends to inform future optimization strategies.

Usual Checks in a PPC Audit:

    1. Account Structure:
        • Review the organization of campaigns, ad groups, and keywords for relevance and coherence.
        • Ensure proper segmentation for easy management and optimisation.
    1. Bid Management:
        • Evaluate bidding strategies and adjust bids based on performance data.

        • Consider implementing automated bidding options for efficient campaign management.
    1. Ad Extensions:
        • Utilize ad extensions to provide additional information and enhance ad visibility.
        • Regularly update and test different types of ad extensions to optimize performance.

    1. Negative Keywords:
        • Continuously refine and expand the list of negative keywords to filter out irrelevant traffic.

        • Monitor search terms reports to identify new negative keyword opportunities.
    1. Ad Schedule and Geotargeting:
        • Analyze performance data based on different times of the day and geographic locations.
        • Adjust ad schedules and geotargeting settings to maximize campaign efficiency.


In the ever-evolving landscape of PPC advertising, a strategic approach to Quality Score and regular PPC audits are essential for sustained success. By focusing on the key components of Quality Score and conducting thorough checks in your PPC campaigns, you’ll be better positioned to optimise performance, reduce costs, and achieve your advertising goals. Stay vigilant, adapt to changes, and watch your PPC campaigns thrive in the competitive digital advertising landscape.

Your reward for reading this blog allows you to get a free Google ads audit of your account*

Kind regards,



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