Click-through rate has the biggest influence on quality score by a wide margin. Because your ad’s relevance to a particular keyword has the biggest impact on your CTR, you should tailor your ads to the keywords they’ll appear against, either manually or dynamically (for example by using AdWords’ Dynamic Keyword Insertion feature). Several sources have mentioned that an average CTR for an AdWords campaign is around 2 percent, and that Google assigns a low quality score to ads with CTRs below 1.5 percent. If any of your keywords are getting such low CTRs, rewrite those ads, test them on a
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