Google Digital Garage Certification Practice Exam 2026 – Complete Test Prep

The quality score in search engine marketing (SEM) campaigns is fundamentally determined by the relevance of keywords, ads, and landing pages. This score is an essential metric because it reflects how well your ads satisfy user search queries and how pertinent they are to the user experience.

When the relevance between the user’s search terms, the ad text, and the landing page content is high, users are more likely to engage with the ad and convert after clicking through to the landing page. This relevance also influences the ad’s click-through rate (CTR), which in turn impacts both the quality score and the overall performance of the SEM campaign. When users find the information they need readily available and aligned with what they were searching for, they are more likely to interact positively with the ad.

Improving relevance can also lead to reduced costs per click and better ad placements because SEM platforms tend to reward ads that have higher quality scores with lower costs and more prominent positions in search results, driving a more effective and efficient advertising strategy.