I figured something out I don't know if you guys do it much, but it seems to be when you keep bad ads around or ads that are performing very low it effects any keywords in that group such as average CPC I took out my bad ads, then all suddenly my ads moved up to top 3 positions and they were in positions 5-8 any of you guys experienced that? Which I collected a few clicks and etc then they moved up.
Hi! What needs to be understood is that quality score is based on 3 things: specific Keyword CTR + related ad text + landing page. So if you've got 3 ad texts in one ad group, you can notice different rankings for a specific keyword depending on the ad text that shows. If you delete low performing ad texts from an ad group, this adgroup average position will be better. Notice that you can set up the campaign so as to display the best performing ad texts only. Another point is to generating ad reports with keyword details. It will tell you which ad texts perform particularly well for given keywords (CTR, average position, etc.).
Quality score is based on multiple factors, many of which are undisclosed. The three you mentioned are among the most important.