A Quality Score is calculated every time your keyword matches a search term that is whenever it has the potential of triggering an ad.

It is calculated based on the following:

• The click through rate (CTR) of the keyword
• The matched ad on Google
• The landing page relevancy
• 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 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

In AdWords, Quality score is measured and broken down as follows:

• Expected Click Through Rate (CTR)
• Ad Relevancy
• Landing Page Experience

A keyword with a low quality score will show something like:

A keyword with a high quality score will show something like:

Expected Click Through Rate (CTR): It is a keyword metric that measures how likely an ad will receive a click when triggered by that keyword. This is irrespective of the ad’s position, the types of extensions it has and anything else that may affect the visibility of that ad.

Ad Relevancy: It is a keyword measurement that estimates how closely related an ad is compared to the keyword that triggered it to show in the Google Search Engine.

Landing Page Experience: Similar to ad relevancy, it is a keyword measurement that estimates how closely related the landing page is compared to the keyword that triggered the ad.

In conclusion, Quality Score is made up of various factors. Even if Click Through Rate (CTR) remains the main driving factor for a high quality score, it is important to take into consideration the ad and landing page relevancy. This can be easily achieved by creating tightly themed ad groups and writing very relevant ad copies which includes the keywords. Also, ensure that you are landing visitors on the most relevant page on the website. To take this a step further, ensure that the headline and body copy includes the keywords.