I recently read an article where it was reported that “that the average Quality Score is roughly 5.1 out of 10”.

That is…unbelievable. Which is not to say I don’t believe the report which was based on data culled from literally thousands of AdWords accounts.

I find it unbelievable that so many AdWords account managers would be allowing so many low quality score keywords to remain active in their accounts. If nothing else it shows there’s quite a few out there who don’t seem to really know what they are doing.

Personally any keyword of mine that has less than a 6/10 quality score gets the boot.

Shameless Plug: Using SpeedPPC to generate uber-relevant PPC campaigns that result in more clicks and better conversions while automatically abiding by search engine best practices tends to result in higher Quality Scores.

Now for those of you who might still not quite get what’s so important about higher quality scores – here (at long last!) is the short and sweet of it:

If you have an above average Quality Score, you can get up to a 50% discount on your cost per click. Conversely, if you have below average Quality Scores, you could pay up to 400% more!


As your Quality Score increases your cost per conversion (CPA) decreases!

High Quality Scores equals cheaper clicks and lower CPA.

And that really is the short and the sweet of it.