Higher Quality Scores typically result in:
Correct Answer
lower costs and better ad positions
Why is this the correct answer?
Higher Quality Scores typically result in lower costs and better ad positions. Quality Score is one of the two main inputs into Ad Rank (along with CPC bid). A higher Quality Score means Google considers your ads and landing pages more relevant and useful, which allows your ad to achieve a higher Ad Rank with a lower bid — resulting in better positions at lower cost-per-click. This is the core incentive Google provides for advertisers to invest in ad quality and relevance.
Why are the other options wrong?
higher costs and lower ad positions
Higher Quality Scores result in lower costs and better positions — the opposite of higher costs and lower positions. Advertisers with high Quality Scores are rewarded with efficiency.
less overall impressions
Higher Quality Scores do not lead to fewer impressions — if anything, better positions from higher Quality Scores can increase impressions by making the ad more competitive.
Real-world example
A dental practice improves their Quality Score from 4 to 8 for their top keywords by redesigning landing pages and rewriting ad copy. Their average CPC drops from £4.80 to £2.10 and average position improves from 3.4 to 1.8 — spending less and appearing higher, demonstrating the compounding benefit of high Quality Scores.
Official documentation: https://support.google.com/google-ads/answer/6167130
Topics in this question
About the Google AdWords Fundamentals Exam (Retired)
The AdWords Fundamentals exam was retired when AdWords became Google Ads.
Exam guide and all 140 AdWords Fundamentals (Legacy) questions →Related AdWords Fundamentals (Legacy) questions
- 1An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend?Explained
- 2Every time that your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score and:Explained
- 3Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind? OR Print, TV and radio advertising typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?Explained
- 4You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:Explained
- 5What happens as a result of a search campaign consistently meeting its daily budget?Explained
- 6What does a high Quality Score indicate?Explained