Google Quality Score. Exact Details For Website

I used to think it was "just" the landing page myself, but I have read documentation (and I even think from google), that stated it was the quality of the landing page AND the rest of the website, but looking over the google website I actually do not see this.


What is 'Quality Score' and how is it calculated?

Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user's search query.

About Quality Score

Quality Score influences your ads' position on Google and the Google Network. It also partly determines your keywords' minimum bids. In general, the higher your Quality Score, the better your ad position and the lower your minimum bids.

Quality Score helps ensure that only the most relevant ads appear to users on Google and the Google Network. The AdWords system works best for everybody--advertisers, users, publishers, and Google too--when the ads we display match our users' needs as closely as possible. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.

Quality Score Formulas

The formula behind Quality Score varies depending on whether it's calculating minimum bids or assigning ad position. It also varies based on whether it's affecting a keyword-targeted ad on the search network, a keyword-targeted ad on the content network, or a placement-targeted ad.

While we continue to refine our Quality Score formulas, the core components remain more or less the same. Below you'll find a breakdown of each type of Quality Score.

For calculating a keyword's minimum bid:

* The keyword's historical clickthrough rate (CTR) on Google; CTR on the Google Network is not considered
* The relevance of the keyword to the ads in its ad group
* The quality of your landing page
* 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
* Other relevance factors

For calculating a keyword-targeted ad's position on a search result page:

* The historical CTR of the ad, the ad's display URL, and the matched keyword on Google; CTR on the Google Network is not considered
* The relevance of the keyword and ad to the search query
* Your account history, which is measured by the CTR of all the ads and keywords in your account
* Other relevance factors

For calculating a keyword-targeted ad's eligibility to appear on a particular content site, as well as the ad's position on that site:

* The ad's past performance on this and similar sites
* The relevance of the ads and keywords in the ad group to the site
* The quality of your landing page
* Other relevance factors

The Quality Score for determining if a placement-targeted ad will appear on a particular site depends on the campaign's bidding option:

* If the campaign uses cost-per-thousand-impressions (CPM) bidding:
o The quality of your landing page
* If the campaign uses cost-per-click (CPC) bidding:
o The historical CTR of the ad on this and similar sites
o The quality of your landing page

Learn how to view and improve your keywords' Quality Scores.

Hi Michael,

I have to disagree with you in regard to links to other pages. I have done test that clearly show that quality score and minimum bids can definitely be affected by links to other content on your site.

While testing squeeze pages with low quality scores we were able to improve them simply by linking to more pages with relevant content. What was really interesting was we achieved the highest scores and lowest minimum bids when we linked to external content (as in wikipedia).

Don't take my word for it, test it yourself.