Using Dynamic Keyword Insertion Can affect Your Quality Score
In the old days, before October 08 when Google changed QS to be real time, using dynamic keyword insertion could help your QS because the ad received a higher CTR; not because the keyword was suddenly in the ad.
This is no longer true. DKI can affect your actual QS (what is calculated when the ad is being shown).
As Google is evaluating the ad copy and keyword to the search query in real time, they are using the actual ad (after DKI) being seen by the searcher to determine the QS.
each keyword’s Quality Score is determined after the keyword is triggered and inserted into the ad seen by the user. This is true of any AdWords text ad, where the ad and keyword are included in the Quality Score evaluation. Each ad variation and keyword combination will undergo its own Quality Score evaluation, and accrue its own individual performance history within your account.
Source: AdWords Help
One of the issues with quality score is that it’s at the:
- ad copy
- search partner intersection
You are only seeing a ‘generic’ quality score in your account. It’s the one you have to optimize for as you can’t see all the variations.