Because your Quality Score is a factor in figuring out just how much you pay to hit a certain position in the auction, the better your QS, the lower your max bids can be and still maintain a high enough position to attract attention. But what can you do when you realize, over time, your QS has been falling and your CPC has been going up? Here are a few quick things to clean up before you panic.
This simple table gives you a great snapshop of two key performance indicators over the previous week. What is this metric set good for? Well, right off the bat it tells you which position your ads seem to perform better in.
Here is a very simple script that can be used to closely monitor a campaign when conversions are of the utmost importance.