In the world of pay-per-click (PPC) advertising, there are few misperceptions as rampant as the ones about the effects that landing pages have on Quality Score. That’s not surprising, given that Quality Score algorithms are “black boxes” that play a crucial role in the success of any PPC campaign. We still have very little insight into how Google Ads, Microsoft Advertising (formerly Bing Ads), and the social media advertising platforms calculate and use Quality Score.

Landing pages are often a customer’s first interaction with a brand and set the stage for the relationship going forward. Distilling Quality Score into a number is misleading for PPC advertisers because it undervalues the importance of landing pages on several other crucial components of a campaign, such as brand perception and positioning. 

As a side note, most ad platforms use the term “Quality Score,” while others use “Ad Relevance” or something similar. For the sake of simplicity, I use Quality Score interchangeably with Ad Relevance and Relevance Score metrics unless otherwise noted. Let’s get into it!

What Is Quality Score & Why Does It Matter to PPC Advertisers?

Quality Score is an approximation of your keywords’ and ads’ relevance to your target audience. It’s usually represented in the ad platforms as a number from 1-10. This dramatically oversimplifies the complex and user-specific Quality Score inputs factored into each ad auction, but it’s the best we have. Search engines…

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