We came across this interesting scenario with Google Adwords and how they are displaying some of their ads. I searched on the term, “orlando car accident lawyers”, and received the normal Adwords ads. I then refocused my search on “nursing jobs orlando”. This is where it gets interesting. From the screenshot below you will notice that one ad is related to my search term “nursing jobs orlando”. All the other ads are being served based on my previous search, which does not relate to my current search. Thus the lawyer ads are receiveing impressions on a term that is no longer relevant to the ads being displayed. Since the relevancy is not there, the potential for a click on those ads decreases significantly. So the potential to hurt your quality score due to the fact that your impressions went up, but your click through rate did not increase.
Screenshot
Tags: google adwords, quality score