Quality Score:

• Reflects an ad’s historical CTR, keyword relevance, landing page relevance, and other factors proprietary to Google.  Yahoo refers to it as a Quality Index.

Of course getting the most links to your website isn’t always the name of the game; it’s getting high quality links.  This is why spammers who link to your content aren’t helping you.  The quality score of your ad helps boost it’s position on the page just as much as the amount you bid on those keywords.

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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine

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