Slow decline of adgroup QS - why

Is it a stable metric?

[pavlovapete]

We've been running our first Adwords campaign and have a question about QS.

Fairly quickly one of our adgroups dropped to 3/10 due to keyword relevance.

Over the last few days our 7/10 adgroups have dropped to 6/10.

The campaign performance is pretty dismal overall - not many people are clicking through.

I'm trying to understand what factors may have caused the 7/10 adgroups to drop - I assume it is performance as everything else is pretty much what it was when we launched.

Any other thoughts would be appreciated.

Thanks

[LucidSW]

QS is influenced by many things, including what your competitors are doing. It is by no means a stable metric. It is declining because, as the system gets more data, it is realizing that your ad is not that good. You also mention keyword relevance which you have to correct, likely by removing them. Then, concentrate on improving your ads for higher click rates.

[mustan9]

I've seen my QS go from 3/10 to 7/10 to 3/10 all in the same day.

I think QS is calculated by a bunch of monkeys sitting in front of a bunch of computers running IE 6.0 and randomly hitting keys until one of them Google's a novel.

[pavlovapete]

Thanks for your replies.

I'll remove the lower scoring words. Would you put them into a whole new adgroup and create a new landing page?