What is a Quality Score?

Within the Google AdWords system, a “Quality Score” is calculated for each keyword based on a number of factors, all of which are known by only Google. The quality score is measured by these unknown factors to determine how relevant your keyword is to your ad text and to a user’s search query. Google claims to use the Quality Score system to help ensure that users see only the most relevant ads on Google.

Ads are ranked based on the keywords associated ad rank, which is largely determined by the combination of that keyword’s Maximum cost-per-click (CPC) bid and the “Quality Score.” And because Google does put a cap on how much you can bid ($100.00) per click, in the most competitive markets a low Quality Score can force you into a lower position no matter how much you bid.

Ad Rank = CPC bid x Quality Score

So even though you may be bidding the highest that doesn’t necessarily mean that your ad will show in the the first position, but a high Quality Score allows your keyword to trigger ads in a higher position and at a lower cost-per-click (CPC). And let’s face it, beating out your competitor in price and rank is really satisfying, plus you’ll be able to afford more traffic thus increasing your return on investment.

So now that you know the basics, let’s dig a little deeper.

Part 2 – How Does a Quality Score Work?