How to improve ad quality score: 5 things to know

What is ad quality score?

An ad quality score is a measure used by the various social networks and search engines to judge the quality score of ads. A better score guarantees you more reach to your target audience and a reduced cost on how much you spend on an ad.

Social networks calculate the quality score of ads using the feedback (positive and negative) users provide and how well your ad is performing. The results will determine how much you pay for your ads.

As a digital marketer, figuring how your ads will look like when you hit publish can leave your mind exhausted in idealization. The constant feeling of how people will react to your ad content can be so unsettling.


As much as we want to see our ad perform and bring the desired leads, there is never a well-defined formula to succeed with ads. Even the free or paid lessons on Facebook or LinkedIn marketing offered by successful online marketers and bloggers on how to be successful with ads are no guarantee of conducting a result driven online ad campaign.

But, there are a couple of ways we think might help add value to your ad content improving its overall performance/quality or score if you plan on running an ad campaign anytime.

How to increase Ad quality score

I believe you already are aware a successful ad campaign has three strategies/processes. The first being the ad creation process, the second invites your leads by engaging with them, and lastly giving an offer they cannot turn down. If your processes meet these criterion, you will be able to improve ad quality without breaking the bank.

1. Let your Ad and content speak in unison

Many times when designing an ad, you always have in mind of a call to action that will lead customers to a sales funnel or website landing page. Your idea is once the customer clicks on the ad, he/she is prompted to act – buy.

For a fruitful lead generation, it is advisable your ad bear similarity to your sales funnel or landing page. Let the two express the same message. Take, for example, if you are selling shoes. You should make it easy for a customer to get the shoe when he/she clicks on the ad and comes to your sites landing page.

2. A/B testing

Like in the content production or SEO management, the ad creation process and implementation is not a one-off exercise and expect results to tickle overnight. It is continuous and demands revisions.

Testing and experimentation with your ad strategies are the only guaranteed method of finding success in your ad campaign and what works for your target audience and brand.
For a stronger advertising strategy, conduct split tests experimenting with various audience sizes and content offer on your ad. Multiple tests and experiments are the surest means to gain insights into a future ad success that will lead to better positive results down the line.

3. Create content or ads that resonate with your audience

Images and videos influence 80% of an entire ad success – that’s according to Consumer Acquisition. Meaning, pictures and videos are a tremendous driving force in an ad performance as long as it is relevant to the target audience. To succeed when setting an ad content, ensure the tone and voice not only resonate with your audience but also your buyer persona. Videos, images, and written copies too play a significant role in your ads performance especially when your audience can relate and engage with them.

4. Look out for Ad fatigue

How long have your ads been running? One month? Two months? Six months? Is it the same old dingy ad or do you regularly breathe fresh content into your ads? If no, watch for ad fatigue.

quality score ad relevance

Research conducted by Merkle reveals running an ad for more than a month, making no meaningful changes to the ad content result in an adverse effect on CPC. The study clearly shows an ad that has been running for quiet sometimes while bearing the same information (visuals, message, and a call to action) annoys an audience resulting in diminishing results.

To avoid the staleness of an ad, or what’s recognized as ad fatigue, refresh your ads often with little adjustments but be sure to put your audience in mind.

5. What is your target metric

OK. There are two extreme ends marketers run after in every advertising campaignperformance or reach. While this may sound like straightforward targets, aren’t metrics that compel you to do X and get Y results.
By learning why you are driving an ad in the early stages will save you and your brand from engaging in sales and advertising tactics that feel cheap, less personalized, and frowned upon by Internet users. It is prudent if you’ve got a small audience to target performance and not reach since you want your ad to work out successfully with a small group of individuals.

On the other hand, if you have a broad audience, you may go after reach even if it means hurting your ad performance altogether. Though the most significant problem comes in finding a balancing act for what your ad targets because if you went with one factor, the other automatically gets a beating. Most marketers struggle to make a trade-off between the two; they end up creating an ad that does not generate the desired result.

How to check ad quality score

To win with ads, test and test over time and later learn to implement what works best. These are the simplest ways you can use to improve the quality of your ads. Other ways you may incorporate are testing your ads with various keywords, attempting different audience, images, messages, target segmentation, and benchmarking.

Testing and experimenting is the easiest and quickest way to spread your reach in running ads on social media, news portal, and on search engines. It is the surest approach to grow your visibility, audience, and influence. Test, optimize, improve, and you will be on your way to making consistently high-performing ads loved by both web crawlers and your audience.