I am wondering how the quality score is affected when making ad changes. Currently the majority of adverts have a quality score of 9 or 10. Which is good, but from a conversion point of view they are not working as well as I would like. I would like to perform some ad creative on them, but I have been told that doing this to ads that have good history will have a negative effect on the minimum CPC and est. ad position and therefore i'll end up paying more? What is your view on QS over time and is this a big factor? Cheers!
Split testing is the best way to tell. Keep your best score and pause the old creative, add a 1 off match to the best and measure the AB pair. This gets you a better CTR and Google keeps you score alive. If it is worse pause try again and repeat. You may want to use rotate evenly instead of ad optimize to get the right statistical measure. Just make sure you tune weekly or else you may find that leave it alone and use optimize for best ad is better CTR & $ wise. BTW 9 - 10/10 Quality score is not Good it's Great! Keep it up.
Hang on a minute!!!!! Are you saying there is a seperate Quality Score against the Ad Text? I can see it against keywords but not the ad text.