How does quality score affect PPC performance and how can it be improved?

• A. Improving landing page load speed is irrelevant to Quality Score.
• B. The color of the ad influences Quality Score.
• C. Quality Score influences ad rank and CPC; improve relevance, expected CTR, and landing page experience by keyword-ad alignment and fast, useful landing pages.
• D. Quality Score cannot be influenced by landing page experience.

Answer: (C)

Quality Score is the metric Google uses to assess how relevant and useful your ads, keywords, and landing pages are to the user’s search. It directly affects PPC performance because Ad Rank is determined by multiplying your Quality Score by your bid, and CPC tends to be lower when Quality Score is higher. So improving Quality Score can lead to better ad positions at a lower cost. To lift it, focus on making the keyword closely match the ad copy and the landing page content so the ad aligns with user intent, boost the expected click-through rate by writing compelling, relevant ads (and using extensions), and optimize the landing page experience with fast load times, mobile-friendly design, clear information, and an easy path to conversion. When the landing page delivers on what the ad promises and meets user needs, Quality Score improves and PPC performance follows.