The quality score is crucial in search engine marketing (SEM) campaigns. It is a metric used by search engines, such as Google Ads, to determine the relevance and effectiveness of an advertisement. A high-quality score leads to better ad positioning and lower costs per click, maximizing the ROI. Factors like keyword relevance, landing page experience, and click-through rates influence it. A well-optimized campaign with a high-quality score ensures that ads are shown to the right audience, increasing the chances of conversions and achieving campaign goals. Therefore, understanding and improving quality scores is essential for successful SEM strategies and driving targeted traffic to websites.