Google Adwords’ Quality Score Formula

• The historical clickthrough rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network—not 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
• The quality of your landing page
• 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
• Other relevance factors

What Impacts Quality Score?

1. Cost-Per-Click
2. First Page Bid Estimates
3. Eligibility to Show
4. Ad Position

The best way to maintain a high-quality, cost-effective Adwords campaign is to frequently optimize your account to help ensure your ads have a high Quality Score. We suggest you keep close tabs on the statistics in your account (such as your Quality Score, CTR, and first page bid) so you can make changes as needed.