- Google assigns separate Quality Scores for mobile & desktop as well as search and display
- Until keywords reach a certain impression threshold, the assigned Quality Score is based solely on historical performance across all accounts. Certain verticals will have lower Quality Score keywords due to the fact that the performance of these keywords has historically been low.
Always remember that Quality Score is one metric to consider amongst many. For campaigns whose keywords have lower Quality Scores, try using other metrics like CTR to gauge relevancy and performance. If a keyword’s CTR is low then this is one indicator that searchers are not finding the keyword/ad/landing page relevant to their query.