Quality Score is Google’s rating of the quality and relevance of your keywords and PPC ads. It is used to determine your ad rank in the ad auction process.Search Engine Land columnist Jacob Baadsgaard has published an article advising marketers on how to use quality score.On ‘quality score and cost per conversion’, Baadsgaard says, “When it comes to quality score and cost per click, the evidence is pretty clear: improving your quality score decreases your cost per click. Since your cost per conversion is essentially your cost per click divided by your conversion rate,... [...]