Google’s Quality Score and what role does it play in ranking?

While I do not expect Google’s textbook answer,, I am hoping the candidate understands the basic concept behind QS and that QS is part of the Ad Rank formula where:

Ad Rank = CPC bid X Quality Score.

Their ability to explain Quality Score and Ad Rank to me in plain English is something I pay very close attention to.

Quality Score for Google and the search network is a dynamic metric assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user’s search query. The higher a keyword’s Quality Score, the lower its cost-per-clicks (CPCs) and the better its ad position.



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