The Quality Score, also known as Quality Score, is a metric used to evaluate the quality of advertising campaigns on platforms such as Google Ads. It is calculated by combining the advertiser's maximum bid with the Quality Score (CPC x Quality Score), thus determining an ad's position for a given keyword. This score also influences the minimum bid amount required for an ad to be displayed. Google Ads evaluates different Quality Scores, whether at the ad level for each keyword, by network (Search and AdSense Display Network), or at the campaign and account levels. Generally, this score is rated out of 10.

While the precise formula for calculating the Quality Score remains confidential, its main components are known for the Search Network. These components include the click-through rate (CTR) generated by an ad, the relevance between the purchased keywords and those used in the ad, the quality of the landing page (including keyword matching and page load time), and the past performance of the account and campaign.

Google Ads uses Quality Score to maximize revenue by adjusting bids based on CTR, while ensuring the highest quality of the sponsored links offered to users. Optimizing Quality Score is a crucial step in managing advertising campaigns, as it allows you to outperform competitors at the same bid level or reduce the cost per click for a similar position. Key methods for improving Quality Score include ad diversification, optimizing ad copy, identifying relevant keywords (which naturally boost CTR), and improving landing pages.