From my discussions with many Google AdWords advertisers, I think it’s true to say that the concept of Quality Score is largely not understood, and is therefore ignored. In fact Quality Score is just one of the many variables that Google allows you to adjust – if you know how.Quality Score is used as a part of the calculation to determine how much you will pay, and where you will rank for a particular keyword. The better your Quality Score, the cheaper your clicks.
You can manipulate Quality Score simply by ensuring that your keyword is 1) in your ad, and 2) on your landing page. Beyond that, you’ll have to work to increase your CTR to impact your QS.
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