Adwords is going to update the quality score update next week. Because of this few keywords bid price will be affected due to poor quality score. Previously beta test advertisers are given the option to select the quality score in their reports. You can select this column by clicking 'Customize Columns' in one of your ad groups. Now they are going to introduce this to all advertisers.
As you may have heard us say before, we believe that ads provide valuable information when they are highly relevant and targeted to a user's query. In order to serve high quality ads to our users, we use the Quality Score to set minimum bids for keywords based on keyword clickthrough rate (CTR), ad text relevance, the historical performance of the keyword on Google, and the user experience on the ad's landing page. Keywords with a higher Quality Score are rewarded with a lower minimum bid, so it costs less for those ads to be eligible for display. Low quality keywords receive higher minimum bids, often making them inactive for search because their maximum CPC does not meet the minimum bid. In addition, since we also consider quality when we rank ads, higher quality ads benefit from higher placement on the page and a lower cost-per-click on average. So, high quality ads are not only more relevant for your potential customers, but can also help you improve your ROI by lowering your advertising costs.
You can read the full story at Inside AdWords .
