Within each Google Adwords account each keyword has a dynamic variable assigned by Google called a Quality Score. The gurus at Google created this variable to help serve searchers the most accurate relevant ads possible. The Quality Score is calculated from  multiple variables that shows how relevant a keyword is to ad text and a searcher’s query.
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What you need to know about Quality Score
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Understanding what a Quality Score is important when building a PPC campaign in Adwords.  It can help maximize your Web site visibility and even lower your cost per click.  In general, a higher Quality Score leads to better ad positioning and a lower cost per click.  There are two different formulas used for calculating the Quality Score for keyword targeted campaigns, one used for minimum bids and one for assigning ad positions.
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There are a few other factors when dealing with ads appearing on the content network and placement targeted ads. We’ll stay focused just on the keyword search targeted campaigns.
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.Keyword Minimum Bids    

•  Historical Click Through Rate (CTR) on Google
• How relative a keyword is to its corresponding ad
• The quality of the landing page
• Historical CTR of all ads and keywords in the Adwords Account
• Historical CTR of the display URLs in the ad group
• A few other relevancy factors (Google’s secret)

Keyword-Targeted Ad Positioning

• Historical CTR of the ad, the ad’s display URL, and the corresponding keyword
• The relevance of the keyword and ad to the search query
• Historical CTR of all ads and keywords in the Adwords Account
• A few other relevancy factors (Google’s secret)

What’s the take away here? Keep your keywords, ads and landing pages relevant.  Google created the Quality Score to reward advertisers that serve ads and websites that are relevant to the searcher’s queries. Misrepresenting what a website is about by bidding on irrelevant keywords and using misleading ads will cost you more money and put you in lower positioning.

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