1. There is only one quality score
False. The Google content network and search network have separate quality scores. This is generally because the content network performs very differently to the search network and if there were only one quality score this could adversely affect your overall score.
2. Using different match types improves your quality score
False. Google maintains two types of quality score: one to compute minimum cost-per-click (CPC) bids and another to determine ad position. Neither is directly impacted by match type.
So if you were to add the same keyword but with three different match types, all three would have the same quality score.
3. You can buy a good quality score
False. Many are under the impression that if they bid high and maintain a good click-through-rate (CTR) then their quality score will be high. But Google’s quality score is based on relevance so even if your ads are in lower positions Google will measure relevance relative to position.
4. High CTR = High quality score
False. As mentioned above quality score is based on delivering relevant results to keyword searches. Quality score is calculated by many factors, CTR being only one of a host.
5. Quality score is reset when optimising your account
False. After creating an account or optimising an existing account, quality score will automatically go in at an average level. Google will then calculate the true quality score and will either increase or decrease the existing average. If you optimise an account and are trying to better the relevance of results, you can be sure that Google will compensate you with a higher quality score.
6. Quality score is affected if your ads are not running
False. If you pause an account quality score will not be affected. But bear in mind that seasonal trends can affect your quality score if you reactivate an account.
For example, you have recently run an excellent Adwords campaign selling Christmas trees and Google reward you with a high quality score. But perhaps you reactivate the account in May and due to the lack of relevancy or demand, your quality score drops.