Are your Google AdWords ads not showing up as often or ranking as well as you'd like when your keywords are used? Does it seem like you are paying a premium for cost-per-click (CPC) bids and have little or nothing to show for it? If so, chances are that your Google AdWords Quality Score is sorely lacking.

Before you can work on improving it, it helps to have a basic understanding of how Quality Score is calculated.

Why is your quality score so poor?

You can't fix a problem until you know what is causing it. Taking stabs in the dark to improve your low Quality Score with AdWords can be frustrating—and a big waste of time. Instead, you should familiarize yourself with how Google calculates this important score.

It's not exactly a secret. Google explains it quite simply within its AdWords section. Here's how it works: An AdWords Quality Score is calculated based on keyword relevance, click-through rates, landing-page quality, and ad relevance. You need to keep all of these factors in mind when investigating a low Quality Score.

Now that you know the bare-bones version of how a Quality Score is calculated, you are probably eager to get to the bottom of your issue.

Lesser-known ways to raise your quality score

You can find a lot of advice about improving your AdWords Quality Score. In fact, there's so much advice that sorting out the good from the bad can be confusing.

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image of Larry Kim

Larry Kim is the founder and CEO of Facebook Messenger marketing platform MobileMonkey. He is also the founder of WordStream Inc.

LinkedIn: Larry Kim

Twitter: @larrykim