Quality Score is a measure of how relevant your advertising is for users. Each of your keywords gets a Quality Score, and the score is determined by how well your keyword matches what users are searching for. Quality Scores have a rating from 1 to 10, where 1 is the lowest rating and 10 is the highest. In general, the higher your Quality Score, the lower your costs and the better your ad position.
Quality Scores help ensure that only the most relevant ads appear to users. The AdWords system works best for everybody -- advertisers, users, publishers, and Google -- when the ads we display match our users' needs as closely as possible. Relevant advertising tends to earn more clicks, appear in a higher position, and bring you the most success.
How's Quality Score calculated?
The AdWords system looks at three main factors when measuring your Quality Score:
| Past Performance |  |
Quality Score |
| Relevancy | |
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| Landing Page | |
Past performance: This includes the historical clickthrough rate (CTR) of your keyword, ad, or display URL. For the Display Network, this includes how well your ad performed on Display Network sites.
Relevancy: This includes how well your keyword matches users' queries, how well your keyword matches your ad text, and how well your ad matches the users' search queries.
Landing Page: This includes the quality of your landing page and your landing page load time. Relevancy, originality, transparency, and navigability are all key factors in providing a high quality landing page experience.
A keyword's Quality Score gets re-calculated every time your keyword matches a user's search query.