AdWords Help

Welcome

Welcome to the Google Search Ads Quality site. On this site, you can learn what Ads Quality is, how it impacts you as an advertiser, and what you can do to improve your quality.

Ads Quality is central to our advertising philosophy. Google's advertising business was founded on the principle that advertising should deliver the right information to the right person at the right time. We have hundreds of thousands of advertisers who collectively have millions of products and services, and out of that vast amount of information our goal is to show people the best ads: the ones that are the most relevant, timely, and useful (and, from the advertiser perspective, measurable).

When people search on Google, they're looking for all kinds of information, and sometimes the most useful resource comes from our advertisers. By showing highly targeted, relevant ads, we're able to complement our natural search results and present the most useful information to our users.

Figuring out which ads are most relevant for the millions of queries we see each day is a big challenge and that's why we introduced the concepts of Ads Quality and Quality Score. In order to understand what those scores mean, how they impact you, and how you can improve them, we've created this site.

Here's a short lesson to introduce you to the AdWords ad auction and how it's affected by Ads Quality. Please take a few minutes to watch the video, then look around the rest of the site to learn more.

The information in this guide applies only to ads on Google.com. It describes how the ad quality system is designed to work; however, as with any real-life engineering system, rarely-occurring exceptions and technical issues can exist, which may contradict some of the advice in this guide.