Posted by: Rosemary Dempsey, Senior Storyteller

Quality Score. Everybody knows it’s an important part of paid search programs run through Google AdWords and the content network. But how does Google calculate these scores, and why are they so important to our pay-per-click (PPC) advertising campaigns?

According to Google, “A Quality Score is calculated every time your keyword matches a search query - that is, every time your keyword has the potential to trigger an ad.” It’s important because it influences your keywords’ actual cost-per-clicks, determines if your keyword is a potential result for a user’s search query and even affects how high your ad ranks.

What’s the best way to improve your quality scores? Optimize your account! As Google recommends, your ad groups should have descriptive ad text relevant to each keyword in the group.

Visit Google’s AdWords Help section for more information about quality score and tips for optimizing your paid search programs.