Quality score is made up of the following criteria: CTR, keyword relevancy, landing page quality and relevancy, ad copy relevancy and historical performance. The better the quality score the higher the ad position and the lower the CPC. Together these two lead to lower cost per conversions, resulting in a higher ROI. The key here is relevancy. By ensuring that keywords are relevant to the content of the ads landing page, that keywords are relevant to the actual business and that the ad copy features the keywords in them, quality score will improve. This should be continuously optimised to ensure that the quality score remains high.
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