When it comes to Google Ad Quality, things can sometimes get tricky. Advertisers of all shapes and sizes can find perfect ads a fleeting destination.  Google has taken everything it’s been hearing around the nation from its advertisers and put together 10 things they believe you should know about Adword account.  Use these 10 tips to get you closer to a perfect quality score.

• There may not be ads on all search results, even for queries that advertisers are bidding on.  
• Google is more likely to show no ad at all than a low quality advertisement that does not fulfill the users need.  This is line with their philosophy of showing the right ad, at the right time, to the right user. 
• Just because there is low competition for a keyword doesn't mean it comes at a low cost. 
• This is because keyword competition is only one factor in determining your Ad score.  If there are other competitors with better quality scores, be prepared to pay a higher rate, even if there is low competition.
• Your ad position does not play a role in your Quality Score.  
• Google takes into account where your ad is when calculating its CTR, and adjusts your ad quality score to level out based on your position knowing that top ads get more clicks. The bright side of this is that you can achieve a high quality score without being in the top ad position.
•  Your bid primarily impacts your rank, not your Quality Score. 
• Your Google Quality Score is based on your position-adjusted CTR, URL and Keyword relevancy, and user experience.  Your bid and relating rank do not impact this.  Discovery the Mysteries of Google Quality Score 
• Quality plays an important role in determining which ads appear on top. 
• Only the ads that pass a certain threshold of Quality and CPC bid are eligible to be shown at the top; however Google calculates the CPC threshold in this case by using the keyword quality, ad quality and the lower CPC bid threshold.  Thus ensuring Quality plays an extra important role in ad placement. 
• Ad conversion rate does not affect your Quality Score. 
• Conversion tracking is just an added tool for you to track your effectiveness and ROI but it does not play a role in determining your Quality Scores. 
• A few bad days of performance will not ruin your Quality Scores. 
• Google encourages testing and tweaking your bids, creative and keywords.  The short-term results to your Quality Score will soon be outweighed by future performance for each instance.
•  Quality Score doesn't suffer when your ads are shown infrequently or not at all due to pausing or budgeting. 
• Your Google Quality Score is calculated every time your ad comes up for consideration.  If your ads are paused for maintenance or budgeting they are not considered, thus no affect. 
• Restructuring your account doesn't rid you of your historical Quality Score information.
• All of your data is there, even deleted items, in the case you feel it necessary to revert to your old ways or review past mistake made.  Refine your views to show everything including your deleted ads and keywords, or only the current and active ads.
• Google does not keep track of your landing page quality history.
•  Only the latest crawl of your landing page is calculated.  This is a benefit to those that may have started off with a horror landing page.