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Checking all boxes to "Excellent"

Quality Score is a measure used on Google Adwords PPC campaigns to determine the quality of each of the keywords you bid on.
The Quality Score of your keywords is calculated every time your keyword potentially triggers one of your adverts.
The formula used for calculating the Quality Score varies depending on whether you advertise on the Google and Search Network or the Display Network.
Google keep the exact algorithm they use very close to their chests, but on their support pages, they do give more information on the formula.

Essentially, the important factors you need to consider are to do with your account history, the historical Click Through Rate (CTR) of your keywords and display URLs, the quality of your landing page and the relevance of your keywords to your ad groups and adverts.  On the Display Network, factors such as your adverts’ past performance on the site the advert is being displayed on are also taken into consideration.

So what does all this mean and why does it matter?  What’s a good Quality Score and what’s bad?

Google rewards relevancy.  Therefore, if you have a good Quality Score, based on the above factors, you will pay less for advertising on Google.  As a general rule, the higher your Quality score is, the less you will pay per click.  You will also have a higher chance of appearing in positions 1-3 of the advert slots so your adverts will be above your competitors leading to more exposure and a higher Click Through Rate.

Adwords Screenshot Displaying Quality Score

A good Quality Score is generally between 7-10.   If you find that your keywords are not achieving such high Quality Scores, you will be paying more than you need to and wasting money.  If this is the case, your Adwords Account will need some work to optimise it.    In a future post I will discuss ways you can increase your Quality Score to make sure you get the most from your PPC budget.