Quality Score is only for Search Network. The terrible CTR% of Content Network has no influence over the Quality Score Calculation and also is important to know that inactive keywords in your adgroup don't means that they are inactive for content network The Content Network ad distribution is more simple: they are defined by (in relevancy order): 1 - The competition of the keywords used on the adgroup 2 - The Bid price 3 - The CTR% History of the Ad your landing page relevancy is not a factor for content network as it is for search network. So to have a good distribution in content network you basically need: to find low competitive keywords, pay high bid prices and have a high CTR% Ad (not so easy hum? )