Our systems constantly evaluate the quality of an ad based on expected performance and historical performance. In the absence of historical performance data, expected performance will be used to calculate ad quality, so there is no “penalty” for the lack of historical performance data. In other words, when you create a new ad or change a current ad, your ad quality is based on various relevance factors considered by Yahoo’s ranking algorithms. These relevance factors for the specific keyword and ad help us determine the likelihood that your new/revised ad will be clicked.