The Quality Score for determining if a placement-targeted ad will appear on a particular Display Network placement also depends on the campaign's bidding option.
If the campaign uses cost-per-click (CPC) bidding, Quality Score is based on:
◦The historical CTR of the ad on this and similar sites
◦The quality of your landing page
If the campaign uses cost-per-thousand-impressions (CPM) bidding, Quality Score is based on:
◦The quality of your landing page
Learn how CPM and CPC ads compete with each other.
About Landing Page and Site Quality
Overview of Landing Page Quality
Landing page quality is one of several factors that determine a keyword's Quality Score. The quality of a landing page 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.
Each of your keywords will receive a landing page quality grade visible when using keyword diagnosis. The grade is based on the average quality of the landing pages in the ad group and of any landing pages in the rest of the account with the same domain. If multiple ad groups have landing pages with the same domain, therefore, the keywords in all these ad groups will have identical landing page quality grades.
If keyword diagnosis shows that your landing page quality is graded "No problems," your Quality Score will not be affected. If your landing page quality is graded 'Poor,' your Quality Score will be negatively affected.
Note: When determining landing page quality grade, the AdWords system follows destination URLs at both the ad and keyword level and evaluates the final landing page.
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