1. Quality Score is not used in bidding
One of the most common misconceptions is that Quality Score is not used as a rating factor in auctions. Quality Score is simply a numerical representation of the results of your delivery.
The Google Ads Help page also includes the following note:
Quality Score doesn't factor into the ad auction, but is used purely as a diagnostic tool to indicate the impact that ads shown for a keyword have on a user's experience.
About Quality Score - Google Ads Help
Quality Score is a diagnostic tool that displays the quality of your ad compared to other advertisers. The score is expressed as a number from 1 to 10 and can be confirmed on a keyword-by-keyword basis.
The quality score is only a reference value, and there is no point in trying to increase the quality score itself .
2. The score is based on an exact match with the keyword.
Quality Score is determined by the impressions you get for searches that exactly match your keywords.
Therefore, changing a keyword's match type will not affect its Quality Score.
This is based on my operational experience to phone number lookup saudi arabia date, so I don't have any evidence to back this up, but I feel that in B2B, so-called big words (general-purpose keywords with high search volume) tend to have low quality scores.
For example, let's consider the keyword "factory." If a company selling factory supplies advertises with a partial match for the keyword "factory," the ad will also be displayed for search terms that are highly relevant to the company's products, such as "factory workbench" and "factory box." However, the quality score displayed will be the evaluation when "factory" is searched.
For a big word like "factory," there is a greater search demand on the BtoC side when comparing BtoB and BtoC traffic, so when the evaluation also takes into account the performance (estimated click-through rate, relevance) when displayed in BtoC searches, the quality score is likely to be lower for BtoB.
No need to focus on improving your quality score
If we think again about the purpose of improving quality score, I think that in many cases it is to improve KPIs (CPA or ROAS).
However, since quality score is not used for actual bidding, increasing your quality score does not necessarily improve your CPA or ROAS.
The quality score is only a reference value, so your focus should be on improving your KPIs, not on increasing your quality score.
It is a good thing that you take measures to improve "ad quality" in order to improve your KPIs, and as a result your quality score goes up. However, raising your quality score does not necessarily lead to an improvement in "ad quality" or your KPIs.
Make sure you understand the definitions correctly, don't get too hung up on the quality score number, and spend your time on what's meaningful for improving your KPIs.