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Each one of your AdWords keywords has a Quality Score attached to it. This quality score determines how much you’ll actually pay for your clicks, estimating how many first page bids you’ll see in your account, determining whether or not that keyword will be eligible to enter the auction when a use enters a search query and how high your ad ranks.
In short, with a higher Quality Score, you’ll pay less for clicks and you’ll receive higher ad positioning.
Your Quality Score is calculated by Google and looks at various factors including the keywords relevance to your ad text and the searchers query. The formula for determining your Quality Score is different depending on whether or not your ad runs on the Search Network or Display Network.
For Google and the Search Network, the factors are:
-The historical CTR of your keyword and its AdWords ad
-The CTR of all the ads and keywords in your account
-The historical CTR of the display URLS in the keywords ad group
-The quality and relevance of your landing page
-How relevant your keyword is to the ads in its ad group
-The relevance of the keyword and associated ad with the search query that triggered it
-The performance of your account in the geographic region the ads will be triggered
Quality Score factors for Display Network keywords:
-The ad’s historical performance on the network site, as well as similar sites
-The relevance of the ads and keywords in its ad group, to the site it’s displayed
-Your landing page quality
If running a placement-targeted ad CPM ad, the Quality Score is based on the quality of your landing page. For a placement-targeted CPC ad, the Quality Score is based on the historical CTR of the ad and the quality of your landing page.
Improving Quality Score
The best way to improve your quality score is to make sure that your ad groups are all highly relevant and that your ads reflect that. Keep different items/services/products in separate ad groups when advertising, and make sure the landing page your customers are being sent to are appropriate to their search query.
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