What is Quality Score?<br />In a nutshell: Google’s 1-10 scale for determining relevancy.<br />Keywords have QS visibly listed in the AdWords interface.<br />Ads, ad groups and accounts also have a quality score.<br /><ul><li>The historical CTR of the keyword and the matched ad.
Your account history, which is measured by the CTR of all the ads and keywords in your account .
The historical CTR of the display URL in the ad group.
Cardinal Landing Page RulesFor onsite PPC ad groups:<br /><ul><li>Don’t drop people off on the home page. Send them to pages that match the keyword list. For example: Broader searches to category pages, more targeted searches to product pages.
Keywords from your keyword list on the landing page.
A clear path to conversion (add to cart, download, buy now)
The fewer the clicks to conversion, the better.</li></li></ul><li>Cardinal Landing Page RulesFor PPC Dedicated Landing Pages<br /><ul><li>Keywords from the keyword list on the landing page