The AdWords Blog recently annunciated that the new real-time quality score algorithm will soon be available. Google said they will be rolling out these changes to a "very small segment of advertisers within the next day or two."

According to Search Engine Land:

“Google will no longer assign a keyword a "static" quality score; instead, Google will calculate the quality score at the time the search is done. The quality score will take into account the searcher's location, query phrase and other factors. If Google sees that for a specific advertiser, a search in one location for a longer tail version of the advertiser's keyword is more relevant, then that ad will receive a higher quality score at the time of the search.

Inaction for search is no longer going to be used, meaning, search ads will never be inactive. All your ads have the ability and chance to show up for keywords, except for the ads you have paused or deleted. Google adds that keywords previously marked as inactive will likely not perform well, "because their combined per-query Quality Score and bid probably isn't high enough to gain competitive placement."

Main improvements to Quality Score:

• Quality Score is now more accurate — because it is calculated at the time of each search query.
• Keywords are no longer marked 'inactive for search' — all keywords are active because they are evaluated for every relevant query.
• 'First page bid estimates' replace 'minimum bids' in your account — providing a more actionable and useful metric to advertisers.

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