Are you a nonprofit benefiting from Google Ad Grants? If so, it’s essential to understand this concept to remain eligible for the grant!

The Quality Score is an evaluation from Google that measures the relevance of your keywords, ads, and associated landing pages. Scored on a scale from 1 to 10, it directly impacts the performance and cost-per-click (CPC) of your ads. The higher the score, the more likely your ads are to perform well, reaching your donors, volunteers, or beneficiaries.

What factors does Google evaluate to determine the quality score?

The quality score is based on three key elements:

  • Expected click-through rate (CTR) : Assesses the likelihood of a user clicking on your ad when it appears.
  • Ad relevance : Measures how well your ad aligns with the intent behind the user’s search.
  • Landing page experience : Analyzes whether the landing page is useful and consistent with what the user is looking for.

A good quality score is essential to maximize the impact of your campaigns while optimizing your budget. By understanding this factor, your nonprofit can not only stay eligible for the grant but also more effectively attract those who support or benefit from your mission.