Here is a copy/ paste of the formulas that Google uses to calculate the quality scores. You can play on these factors to increase your score. But you will notice that most of the factors in the formulas are directly linked to you ad’s intrinsic attractiveness. Hope this helps ;-)
Quality Score Formulas
The formula behind Quality Score varies depending on whether it’s affecting ads on Google and the Search Network or ads on the Content Network. Click the links below for details.
I. Quality Score for Google and the Search Network
While we continue to refine our Quality Score formulas for Google and the Search Network, the core components remain more or less the same:
-The historical clickthrough rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network—not on Google
-Your account history, which is measured by the CTR of all the ads and keywords in your account
-The historical CTR of the display URLs in the ad group
-The quality of your landing page
-The relevance of the keyword to the ads in its ad group
-The relevance of the keyword and the matched ad to the search query
-Your account’s performance in the geographical region where the ad will be shown
-Other relevance factors
Note that there are slight variations to the Quality Score formula when it affects ad position and first page bid:
For calculating a keyword-targeted ad’s position, landing page quality is not a factor. Also, when calculating ad position on a Search Network placement, Quality Score considers the CTR on that particular placement in addition to CTR on Google.
For calculating first page bid, Quality Score doesn’t consider the matched ad or search query, since this estimate appears as a metric in your account and doesn’t vary per search query.
II. Quality Score for the Content Network
The Quality Score for calculating an ad’s eligibility to appear on a particular content site, as well as the ad’s position on that site, consists of the following factors:
-The ad’s past performance on this and similar sites
-The relevance of the ads and keywords in the ad group to the site
-The quality of your landing page
-Other relevance factors
-The Quality Score for determining if a placement-targeted ad will appear on a particular site depends on the campaign’s bidding option.
If the campaign uses cost-per-thousand-impressions (CPM) bidding, Quality Score is based on:
-The quality of your landing page
If the campaign uses cost-per-click (CPC) bidding, Quality Score is based on:
-The historical CTR of the ad on this and similar sites
-The quality of your landing page
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