By determining the quality score, Google calculates the quality and relevance of your keywords. The quality score can be used to calculate the cost per click (CPC).
Several different factors such as the relevance of your keywords, the relevance and clarity of your ads, your previous AdWords performance, the quality and relevance of your landing page as well as the click-through-rate (CTR) contribute to quality score calculation. However, the precise quality score calculation remains Google's secret.
The AdRank is calculated by multiplying the quality score with the maximum CPC bid. In order to improve the quality score you could focus on only using the most relevant keywords and clearly structure them, creating groups of keywords.
Furthermore, it is crucial to optimize your landing page as this is the first page a potential customer encounters upon clicking your ad. As the landing page experience contributes to quality score calculation it is vital for the user experience to be neat, simple and intuitive guiding the user through the purchase.
The better your quality score, the better incentives by Google you get: your costs decrease and your AdRank improves. easymarketing helps you to improve your quality score by optimizing your keywords.