Google calculates a Quality Score every time someone does a search for one of your keywords. This Quality Score is then used in several different ways, affecting the following things in your account:
- Ad auction eligibility: Higher Quality Scores make it easier and cheaper for a keyword to enter the ad auction.
- Your keyword’s actual cost-per-click (CPC): Higher Quality Scores lead to lower CPCs. That means you pay less per click when your keyword has a higher Quality Score.
- Your keyword’s first page bid estimate: Higher Quality Scores lead to lower first page bid estimates. That means it’s easier for your ad to show on the first page of search results when your keyword has a higher Quality Score.
- Your keyword’s top of page bid estimate: Higher Quality Scores lead to lower top of page bid estimates. That means it’s easier for your ad to show towards the top of the page when your keyword has a higher Quality Score.
- Ad position: Higher Quality Scores lead to higher ad positions. That means your ad can show up higher on the page when your keyword has a higher Quality Score.
In a nutshell, higher Quality Scores typically lead to lower costs and better ad positions. The AdWords system works best for everybody – advertisers, customers, publishers, and Google – when the ads Google shows are relevant, closely matching what customers are looking for. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.