Expected Click-Through Rate (CTR)
Posted: Mon Jun 16, 2025 6:49 am
While Quality Score doesn't directly determine your ad's position (that's Ad Rank, which we'll discuss), it heavily influences it. Think of it as a grade Google assigns you for playing by its rules: deliver a good user experience, and you'll be rewarded.
The Pillars of Quality Score: Three Core Components
Quality Score is not a monolithic entity; it's a composite rcs database score derived from three primary components, each evaluated as "Above average," "Average," or "Below average" in comparison to other advertisers whose ads showed for the exact same keyword over the past 90 days. Understanding these components is the first step to optimization:
This is perhaps the most significant component, and for good reason. Google wants to show ads that people are likely to click on because clicks drive revenue for them. Expected CTR is Google's estimate of the likelihood that your ad will be clicked when shown for a specific keyword, irrespective of your ad's position, ad extensions, or other factors that might affect its prominence.
The Pillars of Quality Score: Three Core Components
Quality Score is not a monolithic entity; it's a composite rcs database score derived from three primary components, each evaluated as "Above average," "Average," or "Below average" in comparison to other advertisers whose ads showed for the exact same keyword over the past 90 days. Understanding these components is the first step to optimization:
This is perhaps the most significant component, and for good reason. Google wants to show ads that people are likely to click on because clicks drive revenue for them. Expected CTR is Google's estimate of the likelihood that your ad will be clicked when shown for a specific keyword, irrespective of your ad's position, ad extensions, or other factors that might affect its prominence.