Quality Score — what really drives it and how to lift it
Quality Score, ad relevance, landing page experience, expected CTR, Ad Strength and RSA woven together — how the auction score forms and which levers move it.
Martin Rau
Ads & Assets
in Search Engine Advertising
Anzeigentypen (RSA, ETA, Responsive Display) und Erweiterungen/Assets.
Glossary
Responsive Search Ad (RSA) Anzeigen & Assets
The standard ad type in Google Ads Search campaigns. Up to 15 headlines and 4 descriptions are uploaded; Google assembles them into an ad matching the search query.
Sitelink Extension Anzeigen & Assets
A Google Ads asset/ad extension that displays additional clickable links under the main ad — pointing to subpages, categories, or promotions.
Lead Form Extension Anzeigen & Assets
A Google Ads asset/ad extension that opens a pre-filled lead form directly inside the ad — no redirect to a landing page.
Callout Extension Anzeigen & Assets
A Google Ads asset/ad extension that displays short, non-clickable text snippets under the ad — typically USPs like "Free shipping" or "24/7 support".
Structured Snippet Extension Anzeigen & Assets
A Google Ads asset/ad extension that shows a structured list with a fixed header (e.g. "Brands", "Models", "Services") below the ad.
Ad Strength Anzeigen & Assets
A Google Ads rating for Responsive Search Ads and asset groups that measures how varied and complete the supplied assets are. Scale: Incomplete, Poor, Average, Good, Excellent.