How does Google calculate quality score?
There are many things that can be done to improve the efficiency of your paid search spend; budget allocation, bid modifications, extensions, bid changes, negative keywords and keyword mining to name a few. Arguably the most important is working to improve your quality score in Google Ads.
Google has always been very guarded as to how they calculate quality score, however over the years they have gradually given more guidance as to the important factors. They now provide, for each keyword, an assessment against three components; expected click-through-rate, ad relevance and landing page experience. This makes perfect sense as, if you are doing the right thing by searchers, you want to encourage ads that are so relevant that they are clicked on often, and when the searcher arrives at your website they also find content relevant to their search.