LucidSW - 6:35 pm on Jun 9, 2010 (gmt 0)
Eurydice, I think you misunderstand.
The QS that is shown to you is a number between 1 and 10. Doesn't matter if Google uses other numbers and does a conversion to that scale, you would never see that so it doesn't matter.
The point of the document too is to make it easy to understand, not start using numbers used in the background that don't relate to what you see in your account. But thanks for the feedback to all.
I don't understand what you are saying about Total QS. There is no such thing. QS is calculated at the keyword-ad level. I think you mean the QS if you have more than one ad.
Regardless, your example goes against what I say on how your CPC is calculated. If you bid $2 and pay $1.93, it's because the advertiser below you has an ad rank (QS times bid) similar to yours. If their ad rank was much lower, you'd pay less.
Agree on improving the QS. I've been preaching that for years. But look at the formula. Bids are not that minor.