If you are running an Adwords campaign for your company there are three metrics that you should be looking at closely.

• Your keyword’s past clickthrough rate (CTR): How often that keyword led to clicks on your ad
• Your display URL’s past CTR: How often you received clicks with your display URL
• Your account history: The overall CTR of all the ads and keywords in your account
• The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is
• Your keyword/ad relevance: How relevant your keyword is to your ads
• Your keyword/search relevance: How relevant your keyword is to what a customer searches for
• Geographic performance: How successful your account has been in the regions you’re targeting
• Your ad’s performance on a site: How well your ad’s been doing on this and similar sites (if you’re targeting the Display Network)
• Your targeted devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devices

These metrics will deliver you what’s called your quality score.

This Quality Score will affect your campaign in the following ways.

• Ad auction eligibility: Higher Quality Scores make it easier and cheaper for a keyword to enter the ad auction.
• Your keyword’s actual cost-per-click (CPC): Higher Quality Scores lead to lower CPCs. That means you pay less per click when your keyword has a higher Quality Score.
• Your keyword’s first page bid estimate: Higher Quality Scores lead to lower first page bid estimates. That means it’s easier for your ad to show on the first page of search results when your keyword has a higher Quality Score.
• Your keyword’s top of page bid estimate: Higher Quality Scores lead to lower top of page bid estimates. That means it’s easier for your ad to show towards the top of the page when your keyword has a higher Quality Score.
• Ad position: Higher Quality Scores lead to higher ad positions. That means your ad can show up higher on the page when your keyword has a higher Quality Score.