How to improve your Quality Score with the correct AdWords account structure

How to improve your Quality Score with the correct AdWords account structure
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Quality Score is Google’s rating of the quality and relevance of your keywords and ads. It is used to determine your CPC and your ad rank in the Adwords auction process. It depends on a number of factors such as the relevance of each keyword to each ad group, landing page quality and relevance, the relevance of your ad text and the history of your account performance.

AdWords accounts are simply a list of keywords and ads associated with different subjects and topics within a business, and Google rewards accounts where keywords are relevant to ads, landing pages and search terms. Unfortunately, there is no correct structure that everyone should work from, however, there are steps that people should follow to ensure their accounts are set out in a way that follows best practices, will improve their quality score and their performance.

Campaigns & Ad Groups

Depending on 100’s of variables an account may only have a few campaigns that are based on fairly broad themes. It is recommended that campaigns are based on how your website/business is structured and how you want to arrange your budget, as budgets are set at the campaign level. For example, a company that sells homeware may have campaigns for product type as their website is structured and they want to arrange their budget by product. As well as the theme of your campaign, it is vital that you choose the correct campaign type for your business. If you are selling products rather than services then it may be better for you to choose a shopping campaign instead of a search or display campaign. However, this decision is ultimately down to the individual building the campaign and whatever they feel works best for their company. Locations, bids and budget also need to be carefully thought out for each campaign and the correct options need to be selected before the campaign is built.

Under each campaign, relevant ad groups need to be created and these will be a lot more specific than the campaigns. There is no recommended number of ad groups to have in a campaign but it is a lot more manageable to have a smaller amount, and this will also prevent your budget from being stretched too thin.


Ad groups need to contain keywords that will trigger the ads that you have created, and it is suggested that 10-20 is enough keywords to have. Each keyword will have a Max CPC, match type and quality score so it is essential to conduct keyword research and gain an understanding of which match types you should be using to reach the relevant people. Keywords need to be extremely relevant to the ads that you are going to be creating and the website pages that the visitor will be landing on.

When adding them to your ad groups, it is crucial that you use a range of keyword match types so that you can control the traffic that you will be receiving – although this will vary industry to industry. Broad match should be used more sparingly as it will reach a large audience, which sounds great but means that your ad will trigger whenever a user types any exact or similar word in your chosen phrase. It will also drive up your cost per click (CPC) and bring in a lot of irrelevant traffic. Exact and phrase match are the ones to be used when you want to decrease the amount of irrelevant traffic that you are receiving and, let’s face it, everyone wants to do that!

Ad Text & Landing Page

The text in your ads ideally needs to be linked to your keywords in that ad group. Keeping keywords and ad text relevant to one another will increase your click-through rate (CTR), ad relevance and your quality score. After all, if people are searching using terms that you have as keywords but are being shown ads which are not relevant to that search, then they just won’t click on it! Once these are as relevant as possible, you need to ensure that people are clicking on your ad and being taken to the page that shows them what they have searched for. Using the previous example of a homeware company, if someone searches for “cushions” and clicks on an ad that mentions cushions but is taken to a page about curtains, then they may simply bounce straight back off your site. It is vital that keywords, ad text and landing pages are all relevant to one another and, by doing so, this will increase your quality score and also improve your chances of showing higher in terms of ad rank.

AdWords account structure should be kept as straightforward and relevant as possible, so it is important not to over-engineer your account. Doing this will spread your budget too thin and make everything more confusing when trying to optimise. Ultimately, there are many ways to increase your Quality Score but structuring your account properly and efficiently will be one of the best things to do.

If you would like to learn more, please contact our team today!