There are two ways of Google AdWords to put ads. One is Google search, and the other is Google AdSense. The former will appear in the pages of Google search results, and the latter will be put in the alliances in Google AdSense, of which the Google search results are our target due to fewer malicious clicks. The standards of calculating AdWords Quality Score in Google search results includes:

• The historical CTR (Click-Through-Rate) of the keyword and its matched ad on Google
• The historical CTR of all the ads and keywords in your account
• The historical CTR of the display URLs in the matched ad group
• The quality of your landing page
• The relevance of the keyword to the ad in its ad group
• The relevance of the keyword and its matched ad to the search query
• The performance of your account in the geographical region where the ad will be shown

After analyze these above factors, it's obvious that only three factors we can work on, including CTR, the quality of landing page, and the relevance. To improve Google AdWords Quality Score, we should take effort on these three aspects.