The quality factor is a key figure from Google AdWords that uses algorithms to calculate the ad quality compared to other advertisers. A scale is used to indicate the relevance of a keyword in relation to the associated landing page and the ad texts used.
Within search engine advertising (SEA), the ad rank of a keyword is determined by the AdWords quality factor. The ad position within the SERPs and the cost per click (CPC) depend on this.
The quality factor is therefore also referred to as click probability, which depends on the expected click rate, ad relevance and user experience with the landing page and is specified on a scale of 1 to 10. The higher the quality factor, the higher the probability that the ad will be triggered. In addition, high quality factors can lead to lower click prices and favor a top placement within the SERPs.
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