Quality Scores

Google Adwords Quality Scores are Google's way of rewarding content producers for producing good, relevant content that their customers want to consume. The quality scores show advertisers how effective their ads will potentially be based on relevance of ads in relation to content on the page the ads link to.

You can improve your quality score in several ways:

First of all, it is important to remember that the higher scores are based on the customer’s click through rate, which means they are more likely to click on your ad. This is mostly based on relevance. If your score isn’t very good you could:

1. Make sure the ad is relevant to the page it is being directed to. If the customer clicks on an ad and it’s exactly what they were looking for, they are more likely to stay. 
2. Include Keywords in the body of your ad that you are targeting in your ad campaign.
3. Include keywords in the headline of your ad if possible.
4. Include negative keywords to filter out irrelevant results.

Above all, keep in mind you need to focus on click-through-rate of a customer. If they are more likely to click on the ad and it takes them to what they are expecting, then you are doing well. 

Here's a video which explains Google AdWords Quality Score a bit more in depth: