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Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:
Your click-through rate (CTR).
The relevance of each keyword to its ad group.
Landing page quality and relevance.
The relevance of your ad text.
Your historical AdWords account performance.
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