11Quality Score is an estimate of how relevant your ads, keywords, and landing pages are to a person seeing your ads. Having a high Quality Score means that Google think your ads, keywords, and/or landing pages are providing the right information to someone searching those keywords.
Having high Quality Scores has a lot of benefits. Most notably, these include lower Cost Per Clicks (CPC) and higher ad positions for lower costs. You can be above your competitor's while they pay more for clicks! The most difficult part for marketer's in relation to Quality Score is that it is majorly effected by factors outside of AdWords, namely the website. Take onboard conversion advice and website criticism, as in the long run you will come out the winner!
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