Quality Score
Google's 1–10 rating of how relevant a keyword, its ad and its landing page are.
Quality Score is a 1 to 10 grade Google gives each keyword, built from three parts: how often people click the ad when they see it, how closely the ad matches the keyword, and how good the landing page is for that search. It matters because it sets your effective price: a keyword with a low score pays more per click for the same position than a competitor with a high one, and at very low scores the ad simply stops showing much at all. A low score on a keyword that is still taking spend is the expensive combination — you are paying a penalty on every click. The fix is rarely the bid; it is the ad text and the page the click lands on.
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