What Determines a Quality Score?

A Quality Score is recalculated each time your keyword matches a given search query and thus triggers an ad. The “main” factors that Google quotes as determining a Quality Score are as follows:

1. Clickthrough Rate
   • The historical click-through rate (CTR) of the keyword and the matched ad on Google
   • Your account history, which is measured by the CTR of all the ads and keywords in your account
   • The historical CTR of the display URLs in the ad group
2. Relevance
   • The relevance of the keyword to the ads in its ad group
   • The relevance of the keyword and the matched ad to the search query
   • Your account’s performance in the geographical region where the ad will be shown
3. Landing Page Quality
   • The site should have relevant and original content
   • Be transparent and explicit about the nature of your business: how your site interacts with a visitor’s computer, and how you intend to use a visitor’s personal information
   • An easily navigable site with quick load times and a minimum of pop-ups or pop-unders

As mentioned the above factors are the “main” factors and are by no means the only factors. But at this time, Google is not releasing any additional information on quality scores and how they are determined, so for the time being, stick to the basics when worrying about your quality score. So what if you have a bad quality score? In part three are tips on how to improve or start off with a great quality score.

Part 3 – How to Achieve a High Quality Score