In simple words, the Quality Score is the basis to measure quality and relevance of your ads. It is a dynamic variable assigned to keywords that your website uses. The calculation is based on how relevant is your keyword in relation to your ad text, as well as the user’s query. It affects your ad’s position on search engines, as well as the keywords’ minimum bids. If your quality score is high, your ad position will be better and your minimum bids lower. The score is determined by the click rate of your keyword on the search engines and the relevance of your ad text, keyword and landing page.

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