Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:
- Your click-through rate (CTR)
- The relevance of each keyword to its ad group
- Landing page quality and relevance
- The relevance of your ad text
- Your historical AdWords account performance
No one outside of Google knows exactly how much each factor impacts in the Quality Score algorithm, but we do know that click-through rate and landing page relevance are the most important components. When more people who see your ad and click it, that’s a strong indication to Google that your ads are relevant and helpful to users. Low AdWords Quality Scores are primarily the result of no relevance between keywords, ad groups, ad text, and landing page content. A high Quality Score comes naturally when an AdWords account contains organized keywords in appropriate keyword groups, ad text that corresponds with certain ad groups, and landing pages that connect with the ad text’s offer. While there is no easy, foolproof answer to improving your Quality Score formula, paying careful attention to relevance will greatly improve your scores.