Word of the week: Quality score
Quality score is a metric used by search engines to measure the quality of pay-per-click ads. The quality score is composed of three parts: expected click through rate, ad relevance and landing page experience. These three components are Google’s estimate of the likelihood a searcher will click on your ad and the experience they will have after coming to your website. Quality score makes a substantial impact on the order of the displayed advertisements; ad position ranking is determined by multiplying the bid amount by the quality score. Therefore, high scores for quality can result in higher positioning on results pages with lower accumulated costs.