What determines the ‘Keyword Quality Score’ for AdWords?
Your keyword quality score, along with maximum cost per click is what determines the placement of your ad on the search network.
The Ad Rank Formula for Search is:
Search Ad Rank = (Keyword Quality Score) X (Max CPC)
If you have a higher keyword quality score than your competitor, then you can bid less, pay less, and appear higher in a search result.
Ad Rank is what position your ad is displayed in a search result. The lower the number, the higher the placement (i.e. 1 is the top of the page).
In the below instance, Advertiser 1 is bidding over twice of Advertiser 2, and still showing below Advertiser 2 in a search result.
|Advertiser 1||Advertiser 2|
|Max CPC – $2.00
Quality Score â€“ 0.75
Ad Rank â€“ 1.5
|Max CPC – $0.75
Quality Score â€“ 2.5
Ad Rank â€“ 1.875
Keyword Quality Score for Search is Determined by:
- Click through rate on Google.com
- Overall history
- Most recent history
- Ad copy
- Account quality score
- Other relevancy factors
It does not include the landing page.
Please refer to the full list of AdWords Quality Score Factors for an explanation of each factor type.
Understanding your keyword quality score can help you pay less, receive higher ad rank, and more exposure for your PPC advertising dollars. It is often more profitable to increase your quality score over just raising bids.