Mention Facts About Those Myths.  The following are the top three most common misconceptions about quality scores:   The quality score reduces when the CTR is low on the display network. No, it does not. Google recognizes that display network advertising will have lower CTRs. This is taken into consideration. Quality Scores are calculated separately for Google Search and the Display Network.  Ads must be in prominent areas to get top Quality Scores. Google is kind enough to account for the placements in which your ad appears. Your CTR, compared to other advertisers when their ad is in the exact location on the page, is more essential than your CTR.  Match type is important. But when calculating Quality Score, Google only considers the precise match of any term in your account.