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We know that the position of the Ad depends by the formula:
Quality score x MaxCPC.
User1: Keyword QS 9 x MaxCpc 1,00$ = 1,00 x 9 = 9,00
User2: Keyword QS 7 x MaxCpc 1,20$ = 1,28 x 7 = 8,96
User2 to be first must bid at least 29% more than User1!
The difference between the two QS is 2 (9-7) and the ratio of 2/7 is 28%, so 28% should be the MAXIMUM advantage or the disadvantage determined by the QS reflected on CpcMax.
If Iím bidding 1,28 with a QS of 7 it is impossible for somebody to rank better than me with a MaxBid lower than 1,00 $ right?
Do You agree with me or You think that there are other considerations to add?
Thanks to You all!
Realistically though, QS is far more than just a single digit associated with the keyword. There could be 100 degrees of QS 10.
Just the ability to look at Quality Score distribution graphs has been very revealing. Previously you just couldn't get a sense of where you were other than on an individual keyword basis.
Ad with less history was many times lower, even with the exact same text. Even with the same CTR and bid/position.