The basis of an advertisement is to generate as much interest in it as possible, and to generate such interest, it has to be found and then read.
People tend to use the Google search engine because they want to find exactly what they are looking for, quickly, wasting as little time as possible in the process.
Google attempts to do this by providing users with the most relevant search results based upon their search query.
For Google Adwords, the most important factor in relevance and ad ranking is the adverts’ quality, otherwise known as the Quality Score.
The Quality Score of an advert is based upon numerous factors that include; the relevance of the text ad, the keywords CTR on Google, and the landing page. Therefore both the CTR and the Quality Score are the biggest determining factors concerning the performance of an advert.
In addition, the Quality Score of an advert is central to the Adwords CPC pricing model, as the following formula shows:Ad rank = CPC bid x Quality Score. From this, it is clear to see the importance of a good Quality Score to your advertising plans.
Generally, a higher Quality Score can mean a lower CPC bid to maintain an obtained ad ranking.