During meetings with my clients, a common misconception regarding Google Adwords advertising is that, “the more I bid for my keywords, the high my ad’s position will be.� This is only half of the truth, as quality score plays a crucial part as well.

Google recently added a Quality Score Guide to their Adwords, which is a beginners guide to inform advertisers about what is quality score. Check out this informative video here!

5 Things to take away from this video:

1) You are NOT buying clicks, you are bidding for them.

2) Quality Score = Keyword’s CTR + Relevancy of Ad’s relevance to keyword + Landing Page Quality

3) Your Ad Rank = Maximum CPC Bid x Quality Score

4) Your Ad’s Position is determined by your Ad Rank vs your competitors’ Ad Rank.

5) Your Actual CPC Cost = Ad Rank of Next lower Competitor / Your Quality Score

Basically, quality score is all about relevance between your keyword, the ad text that appears, and the landing page that you end up at when you click. When the user’s experience from searching a keyword to landing on your webpage makes sense to the web user, you are on the right track.

Do check out the Search Ads Quality Guide to gain a better understanding about Quality Score!