What is a quality score based on in Google AdWords?

A quality score in Google AdWords is based on how relevant your keywords are to your ads and your website landing page. A quality score is critical in determining your ad rank versus your competitors, which impacts where your ads will be placed and how much you will be charged.

The two most important factors Google uses to determine your ad rank are quality score and bid. Your quality score is a measure of how relevant each of your keywords is to your ad and your website landing page. Google will use a combination of your keyword quality score and bid to compare your ads against your competitors every time your keyword is searched. So the better your keyword quality score, the better chance you have of getting your ad placed and the less you will pay.

See: What makes people instantly click Google Ads now?