Adwords Fact: Changing from Broad to Exact Match Won't Improve Quality Score

Here is your Google Adwords PPC Fact of the Day…

Changing a keyword from broad to exact match will not improve its Quality Score. With broad match, your ads may show on variations of your keywords.However, ad performance on these variations won’t affect your keywords’ Quality Scores.

For example, say your ad group contained the broad-matched keyword “resolution”. Your ad could potentially show when a user searched for new year’s resolution or conflict resolution, although its performance in these instances would have no impact on Quality Score.

The keyword’s Quality Score would only be affected by how your ad performed on the search term resolution, since it exactly matches the keyword. Changing a broad-matched keyword to an exact match, therefore, won’t improve its Quality Score.