One of the measuring tools for Google's Quality Score is content relevancy or user experience. No one other than Google really knows what that means. But there's a pretty good idea about what it is. Google makes sure that its PPC advertisers are advertising products that satisfies customer's needs and that when a searcher clicks on an ad they don't go to a page that advertises something other than what the ad that got them there was advertising. If you are doing a PPC campaign like that, you'll get a low content relevancy score and that will contribute to your overall quality score. Google looks at more than only content because they are fretful with user experience and it is actually the part of the quality score that is the most difficult to measure.

Suppose a visitor clicks on your ad then goes back to the SERP again within 10 seconds. What it really means? Your visitor didn't like what you had to sell or because she clicked the wrong ad? Possibly she meant to click the one above or below it instead. The Google AdWords team may be using the conversion rate to calculate the user experience. If you have a low conversion rate, if you are using the Conversion Optimizer tool it is easy for Google to understand that your landing page quality is too low for users to have a good experience. Content Relevancy and User Experience should go hand by hand.

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