What is the significance of 'quality score' in Yandex Direct, and what are the two primary factors that most influence it?

In Yandex Direct, 'quality score' is a diagnostic metric that reflects the overall quality and relevance of your ads, keywords, and landing pages. While the exact calculation is not publicly disclosed, a higher quality score generally leads to better ad positions at lower costs. It influences ad rank and cost-per-click (CPC), allowing advertisers with high-quality scores to achieve better results with their advertising budget. The two primary factors that most significantly influence quality score are ad relevance and landing page experience. Ad relevance refers to how closely your ad copy matches the user's search query and the keywords you are bidding on. The more relevant the ad, the higher the quality score. Landing page experience refers to the relevance and usability of the landing page that users are directed to when they click on your ad. Factors such as landing page content, site speed, mobile-friendliness, and overall user experience contribute to the landing page's quality score, thus affecting the overall Quality Score. Ensuring tight keyword relevance, compelling ad copy, and a user-friendly landing page are crucial for achieving a high quality score and optimizing Yandex Direct campaign performance.