Quality score?
Quality-based minimum bids?

Adwords is changing, doing away with all keyword states & leaving us with a quality score. What will this mean for advertisers….well, hopefully making life simpler.

There will no longer be any “normal” “on hold”, “in trial” or “ disabled” keyphrases, only “active” or “in-active” states.

The formula that dictates whether your keyword is “active” or “inactive” is called a quality score and is determined by combining the “CTR, relevance of ad text, historical keyword performance” and I quote “other relevancy factors”.

According to Google each keyword is allocated a minimum bid dependant on its quality score, if the keyword or adgroup’s min cpc meets that min bid then that keyword will be active and triggering ads.

Things to watch out for during this changeover are keywords that are currently on hold as these may be triggered and become active, plus disabled keywords, these will stay disabled for a limited period after which they will be automatically deleted. You are given this chance to review and re-activate them.

Google info here: https://adwords.google.com/select/qbb.html