Address a common misconception that DKI is risky because you might show a horribly offensive ad when a user makes a weird request. This is actually not true because DKI stands for "Dynamic Keyword Insertion" and NOT "Dynamic Query Insertion". Google never inserts the query into the ad. It will only insert the keyword that triggered the ad showing. Quality Score is a machine learning system Whenever AdWords makes
significant changes, and even when they are unrelated to QS, they can still impact QS. So I'm a fan of measuring and tracking so I can take action if things go wrong. Knowing how to increase CTR and QS also means lower actual CPC, so the gain may be worth the fax number list time invested. Ultimately, it's important to understand that QS is a machine learning system that uses an incredible number of signals to predict future outcomes.
The more certain it is of a correlation, the more weight it will assign to a signal. So, for established accounts, QS shouldn't be a mystery, because it's really the CTR between a keyword and its ad that makes up most of the Quality Score. Unfortunately, because QS is a machine learning system, there are few absolute answers that Googlers can share. If QS was a simple piece of code using if-then clauses , any engineer could share this algorithm and tell us what would happen. But it is not that simple.