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Is quality score really magic? I hope to alleviate that misconception behind the quality scores. I have to first disguise my voice because the guild would not be happy if I reveal the inner workings of the Quality Score. Especially the ones in the back room running those Gas Powered Computers.

About Quality Score

A Quality Score is calculated every time your keyword matches a search query kinda like adding points in a game. Every time your keyword, phrase or exact term has a chance to trigger your ad, this score is effected. This quality score has several variables that influence Cost Per Click (CPC) which gives you the most for your cost,  getting to the first page (Just Like Organic Searches),The floor to ceiling variable also called the AD ranking on the page.  So the magic happens when every build is built around relevant Campaign Names, Ad Groups, Keyword Terms, and of course the ADs.

Now we will show you how those ads got to 1st page and top ad ranking for Search Network

1) It starts with the historical data of the clickthrough rate (CTR) and the Relevant Matched AD

So try to turn down low CTR terms or move them to a different campaign or ad group.

2) All the historical data of the CTR and All ads within the account.

Once the account has been established try to keep the history where it is. So any major changes should be created in new campaigns.

3) The Full historical CTR of the Display URLs in the Ad group.

Got a new url to use. Try to establish a new account, this will keep your history display urls intact.

4) The quality of the landing page, loading times & relevancy.

If you have a slow landing page, try to update the server and if the landing page is not relevant, try and make the page name to one of the best key terms. EX keyword term shirts then try to change to shirts.html, this works boys shirts then change it to boysshirts.html 

5) The relevance of the keyword terms to the ads.

Say you sell board shorts and you are using the term Board Shorts Have your ad reflect the term.For example:

Skater Board Shorts
Warpspeed Quiksilver Board Shorts
10% Off On All Board Shorts

6) The relevance of the keyword terms to the MATCHED ad and the Search query.

Remember to pull a search query report and choose the ad category. So you can find which terms triggered the ad. This will also provide you a new list of keyword terms relevant to the ad.

7) Geographical performance of the targeted region.

Sell where the sales are. Simple, I am not going to the Artic Circle to sell Board Shorts.

The last Key to the Trick Google’s Own Private Measure (?)

Keep all and everything relevant. This is not the only method to use but here goes one.

Campaign Name:Shorts
Campaign Ad Group:Board Shorts
Keyword: Quicksilver Board Short
Keyword: Board Shorts
Relevant AD:
Headline: Skater Board Shorts
Description: Warpspeed Quiksilver Board Shorts
Description: 10% Off On All Board Shorts
DisplayURL: ExampleBoardShorts.com/BoardShorts

You have been shown the inner workings to the Magic Of the Quality Score For Search Networks. Keep in mind there is the Content Network Quality Score. But that trick is for another show.