Google has given some insight into the use of quality scores when determining where companies should rank within the sponsored links section on a search results page.

In the Official Google Blog, it was claimed that quality scores are important as if cost per click auctions were determined solely by which companies were willing to bid the highest amount, then the adverts would not necessarily be as relevant as they could be for users.

This is because it is possible that firms bidding lower amounts could generate much more clicks than those who are willing to spend more.

Summarising the benefits of quality scores in governing internet marketing, it added: "They lead to a better auction by allowing advertisers to buy clicks, publishers to sell impressions and users to see relevant ads."

The search engine will reveal how quality scores are used at a later date.

Google recently announced that it will allow gambling adverts to appear on Adwords from this week.

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