This might be possible for a few reasons:
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Quality index is the ad’s performance relative to competing ads. High CTRs might be considered low quality if competing ads have relatively higher CTRs.
- CTR can fluctuate on a daily basis. Since the displayed CTR depends on the chosen date range, any “small” date range might show a CTR that seems out of synch with the quality index. Quality index, which does not change with different date ranges, is more of a historical score that will smooth out daily CTR fluctuations. Quality index is also updated daily based on yesterday’s clicks and impressions.
- Quality index is composed of both expected performance and historical performance. As the ad receives more impressions and clicks, historical performance starts to influence quality index more.