and you are doing a split test with 2 very different ads ... how do you know which ad is the best of the 2 for that single keyword? It might be that Ad A is making the keyword have a poor QS where as Ad B on it's own would make it an OK QS. How long would you wait, before doing something about it, as I hear Google only visit your site around once a month - that's a long time to wait for a QS update! Any suggestions?
The ad copy is just one aspect of qs. Your goal with split testing is to have two ads competing against each other. You let them go for about 100 clicks each then drop the lower performer and replace with another one. Your goal is to always beat your best ad.
I must have worded my query wrong. I know about Split Testing, but whilst we are on the subject - why 100? (I read that between 20-30 has been mathetically proven to be the best) What I mean is that, yes, where you rightly say that the ad copy is just one aspect ... surely 1 ad can be better than another with regards to keyword QS, right? If widgets has a LOW QS but then after moving it to a different ad group with 2 different ads (being split tested), it goes up to OK ... it might be because of Ad A ... not Ad B. So how do I know which of the 2 ads makes the keyword QS the highest? Even though Ad B might be better than Ad A for conversion rate... it might be worse when Google take it into account to work out the keywords QS.