Quality Score is Google’s rating of the quality and relevance of both your keywords and ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.
Quality Score is calculated based on the combined performance of 3 components:
- Clickthrough rate (CTR): The likelihood that your ad will be clicked when shown.
- Ad relevance: How closely your ad matches the intent behind a user's search.
- Landing page quality and relevance: How relevant and useful your landing page is to people who click your ad.
Each component is evaluated with a status of “Above average,” “Average,” or “Below average.” This evaluation is based on a comparison with other advertisers whose ads showed for the exact same keyword, over the last 90 days.
If one of these components has a status of “Average” or “Below average,” this may indicate an opportunity to make improvements.