Quality Score is a ranking applicable to paid search efforts that search engines assign to keywords one has bidded on to indicate the site’s level of quality and relevance to the query. Alongside bid amount, quality score is used by search engines to determine paid search rankings for sponsored advertisements. In Google Adwords quality score is scored on a 1 to 10 scale , 10 being the highest quality. The variable is used by the search engines to ensure that they are positioning the highest quality Web sites first in the search results, instead of ranking based solely on advertising bids. This ensures that companies with larger budgets are not able to monopolize the first page by bidding top dollar for desired keywords, leaving Web site’s with smaller budgets, but higher quality, off the first page. Factors that influence quality score are click through rate, load time, keyword usage within the text ad and keyword relevancy on the landing page.
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