Google Quality Score Equation

[ (keyword relevancy) + (ad relevancy) + (destination URL) + (landing page) + (domain) ] X (CTR) X [ (account history) + (campaign history) ]

Keyword relevancy = keyword in ad, keyword in destination URL, and landing page.

Ad relevancy = keyword and landing page

Destination URL / domain name = better score w/ keyword(s) in URL

Landing page = better score with keyword(s) in page title, meta tags, H1 tags, and body text

Domain = better score for age, possible lower score for non-relevant sites under same domain

CTR = variable, better score as CTR goes up, possible lower score if CTR remains low

Account history = higher score for older account, ‘good’ campaigns, lower score for newer accounts

Campaign history = higher score for ‘good’ campaigns

Quality Score is cumulative - the tighter the ‘coupling’ between the components, specifically Ad, Keyword, Destination URL, and Landing Page, the better Quality Score.