It's more than cheaper clicks.
Here are all the benefits of improving your
AdWords Quality Scores.
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Lower CPC
Your average cost-per-click is inversely proportional to your keyword Quality Score. The short formula is:
Avg. CPC = a/QS -
More traffic
With higher Quality Scores you get higher Impression Share and a higher Ad Rank which both lead to more traffic to your website.
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Higher Ad Rank
Ad Rank is used to determine the position your ad should receive on Google. It is directly proportional to Quality Score. The formula is: Ad Rank = max. CPC x QS
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Impression Share
Impression Share (IS) is the percentage of search traffic for a keyword Google is willing to show your ad for. Higher Quality Score means a bigger share of available exposure.
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Lower Min. Bids
First Page Bids (or min. bids) are the lowest bids necessary to show an ad on page 1 of Google. With higher Quality Score, you can bid low and still appear on the first page.
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Top Positions
Your ad can sometimes show right above the organic search results. But it won't if you have lower Quality Score no matter how high your max. CPC is.
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Sitelinks
Sometimes your ad can show with multiple links to your website. But it only works if you have high enough Quality Scores.
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Product extensions
Sometimes your ad can show with more info about your products (eg. an image). But it's only works if you have high Quality Scores.
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Location extensions
Sometimes your ad can show with your address and a full map from Google Maps. But it only works if you have high Quality Scores.
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Keyword Insertion
Dynamic Keyword Insertion (DKI) is the ability to dynamically update your ad to include a keyword. But it only works if you have high Quality Scores.
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