Quality Score is based on your keyword's click-through rate (CTR); the relevance of your ad text, keyword, and landing page; and several other factors.
A Quality Score is calculated every time your keyword matches a search query -- that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords' actual cost-per-clicks (CPCs) and ad position. In general, the higher your Quality Score, the lower your costs and the better your ad position. This rewards you for having relevant ads.
Check out our video explaining Quality Score.
Introduction to Landing Page Quality
One of the factors that makes up Quality Score is the quality of your landing page. Landing page quality is influenced by the usefulness and relevance of information provided on the page, ease of navigation, load time, how many links are on the page, and more.
Improving landing page quality can help you gain the trust of your customers and, therefore, keep them coming back to your site. You'll also make it easier for visitors to make a purchase, sign up for a newsletter, or perform any other desired action.
About Quality Scores
Quality Score is used in several different ways, including:
•influencing your keywords' cost-per-clicks (CPCs)
•determining whether a keyword is eligible to enter the ad auction that occurs when a user enters a search query
•affecting how high your ad will be ranked
•estimating the first page bids that you see in your account
In general, the higher your Quality Score, the lower your costs and the better your ad position. After each auction is run and your ad is ranked, the AdWords Discounter adjusts your actual CPC so you pay the minimum amount required to exceed the rank of the next ranked ad.
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