Summary  
This chapter covers building and optimizing a multi‐factor scoring algorithm that rates the relevance and quality of items based on predicted engagement, semantic match, and experiential factors, and outlines strategies to improve each input to raise the overall score.

General domain of usage  
Digital advertising

**Google's Quality Score** is a rating (from **1 to 10**) that decides how much you pay and where your ad appears. That measures:
- How relevant your ad is to what people are searching for;
- How engaging your ad copy is;
- How useful your landing page feels once someone clicks.

The higher your score, the lower your **cost per click (CPC)** and the better your **ad rank**.

Definition

### Factors That Affect Quality Score
1. **Expected Click-Through Rate (CTR)**: Google predicts how likely people are to click your ad.
It looks at past performance and how closely your ad copy matches what users search for;
2. **Ad Relevance**: does your ad clearly answer the user's search intent?
3. **Landing Page Experience**: load fast, be mobile-friendly, match your ad's promise, and be clear and transparent about what you're offering.


What does Google's Quality Score measure?

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What Affects Quality Score and How to Improve It

Factors That Affect Quality Score