The level of quality is Google’s system of balancing the interests of all the three parties – users or The Searchers, advertisers and Google itself – in the online advertising ecosystem. If Google does not focus on this, the researchers will be thrown irrelevant ads at random times, so having a poor user experience; advertisers will no clicks on their advertisements and pay no attention to their ads and having a failed marketing effort and spend and Google as a search engine, will lose its credibility and ultimately revenue. So, Google grants you if your PPC ad meet the requirement of the researcher by charging you less and giving you a higher ranking.
The quality score or PPC is apparently affected by the expected click-through-rate (CTR), relevance of your ad and experience the landing page. On a scale of one to ten, one to five higher score is considered a good level of quality. A high quality score can make an incredible difference to the amount you pay per click. You will also observe that by improving the quality mark gradually, not only the position of your ad but also strengthen your advertising spend will be reduced significantly. However, it is worth mentioning here that the quality score scale is a non-liner. This means that the transfer of your Quality four to five will impact how much larger your cost per click in when your Quality Score is moving from, say, seven to eight.
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