Negative keywords prevent ads from showing for irrelevant searches.

Quality Score is Google’s rating of ad relevance, landing page experience, and expected click-through rate.

A higher Quality Score can reduce CPC and improve ad rankings.

Ad relevance measures how closely an ad matches user intent and keywords.

CTR stands for Click-Through Rate and measures the percentage of users who clicked an ad.

CTR is calculated by dividing clicks by impressions and multiplying by 100.

An impression is counted every time an ad is displayed.