Google defines a quality score as:
Quality Score for Google and the Search Network is a dynamic metric assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user’s search query. The higher a keyword’s Quality Score, the lower its cost-per-clicks (CPCs) and the better its ad position.
So how can you improve your quality score and spend less per click?
A quality score is measured on a scale of 1 to 10 with 10 being the best quality score. There are a couple of EASY tasks you can perform to increasing your score. The first would be to divide your keywords into smaller, more targeted ad groups. There is no benefit of piling all of your keywords into one ad group. Not only does this contribute to a lower quality score, it makes tracking your campaign a chore. After creating your more specific ad groups, writing more relevant copy for these ad groups will help contribute to a higher quality score.
These are just a couple of things you can do to help increase your quality score and obtain higher click through rates, ultimately lowering your spending.
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