Google AdWords Quality Score comprises part of the ad rank formula, it is one of the most crucial metrics search engine marketers look for. If your Ad's Quality Scores are high then it is easy to achieve ad position among top results at lower costs.
What is Quality Score?
Quality Score is one way how Google rates the quality and relevance of both your keywords and PPC 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 depends on multiple factors, including:
1. click-through rate (CTR)
2. The relevance of each keyword to its ad group.
3. Landing page quality and relevance.
4. The relevance of your ad text.
5. Your historical AdWords account performance.
Quality Score has a direct connection with your PPC success. It's not how much you pay for each click, but how much you pay when someone takes the action you want them to take, whether that's signing up for a free trial or making a product purchase. Not every click results in a conversion, cost per conversion is generally higher than cost per click. Strong Quality Scores lower both your cost per click and your cost per conversion.
One of the most challenging aspects of search engine marketing is understanding which parts of your campaigns need attention and which are performing well. it's important to perform audit of your search engine marketing account and identify areas against Wasted spend, Click-through rate, Quality Score or Negative keyword usage.