What is the role of the Quality Score in Google Ads?

The role of the Quality Score in Google Ads primarily influences ad placement and cost. Quality Score is a metric that evaluates the relevance and quality of your keywords, ads, and landing pages. A higher Quality Score can lead to better ad positions on the search results page and could result in lower costs per click (CPC).

When your Quality Score is high, Google recognizes your ads as more relevant to users. This relevancy can enhance your ad's position, meaning it will likely appear higher up on the search results page, which can increase visibility and the likelihood of receiving clicks. Additionally, a higher Quality Score can lower your cost per click, meaning you may pay less while achieving a more prominent ad placement. Thus, the metric directly impacts both how often and where your ads are displayed.

In comparison, the other options, while related to ad performance, do not encapsulate the function of Quality Score as effectively. Determining the cost-per-click is a benefit of having a higher Quality Score, but it is not the sole role. Measuring website traffic and calculating overall ad impressions do not reflect any aspect of Quality Score, as these metrics focus on different elements of ad performance and user engagement rather than the criteria that determine Quality Score itself.