How Google Calculate Quality Score

Every time someone does a search that triggers your ad, Google calculate a Quality Score. To calculate this Quality Score, Google look at a number of different things related to your account. By improving the following factors you can help improve your Quality Score:

• Your keyword's expected clickthrough rate (CTR): The expected CTR is based in part on the keyword's past CTR, or how often that keyword led to clicks on your ad
• Your display URL's past CTR: How often you received clicks with your display URL
• Your account history: The overall CTR of all the ads and keywords in your account
• The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is
• Your keyword/ad relevance: How relevant your keyword is to your ads
• Your keyword/search relevance: How relevant your keyword is to what a customer searches for
• Geographic performance: How successful your account has been in the regions you're targeting
• Your ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display Network)
• Your targeted devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devices

How Quality Score affects you

Quality Score is used in several different ways and can affect the following things in your account:

• Ad auction eligibility: Higher Quality Scores make it easier and cheaper for a keyword to enter the ad auction.
• Your keyword's actual cost-per-click (CPC): Higher Quality Scores lead to lower CPCs. That means you pay less per click when your keyword has a higher Quality Score.
• Your keyword's first page bid estimate: Higher Quality Scores lead to lower first page bid estimates. That means it's easier for your ad to show on the first page of search results when your keyword has a higher Quality Score.
• Your keyword's top of page bid estimate: Higher Quality Scores lead to lower top of page bid estimates. That means it's easier for your ad to show towards the top of the page when your keyword has a higher Quality Score.
• Ad position: Higher Quality Scores lead to higher ad positions. That means your ad can show up higher on the page when your keyword has a higher Quality Score.
• Eligibility for ad extensions and other ad formats: Some ad formats require a minimum Quality Score to show. In addition, your Ad Rank determines whether or not your ad is eligible to be displayed with ad extensions and other ad formats, such as sitelinks. Because Ad Rank is a function of your Quality Score, a higher Quality Score can increase the likelihood that your ad is displayed with extensions and other formats.

In a nutshell, higher Quality Scores typically lead to lower costs and better ad positions. The AdWords system works best for everybody – advertisers, customers, publishers, and Google – when the ads we show are relevant, closely matching what customers are looking for. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.
Source by Google

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