That’s a loaded question my friend!

Your Search keywords have their own Quality Score that is based off of the Exact Match version of your keyword only (no Broad, Phrase or Content involved).

When discussing Content – your keywords aren’t really a factor. You can read more about that here: http://bit.ly/3lOmp6

When taking into account the historical CTR to determine new quality scores, is content CTR also included, or just for search? Or is that another G gray area that is not really defined?

If at all possible, I would recommend that the keyword be in the headline, and also in the body (either line 1 or 2). If you can squeeze it into the Display URL, too – you’re gonna be that much better off. Wherever you place the keyword, it will be bolded in the SERPs when someone searches on that term.

Regarding which method has a greater effect on quality is difficult to say. Having a higher CTR will have an effect on Quality Score, so if having the keyword in the headline or the body increases CTR, you’re going to increase Quality Score. Honestly, it all comes down to testing. You simply need to test ads with the keyword in the headline vs. those with the keyword in the body. If one generates a higher CTR then the other, then you have your answer!!!

It seems to me that placing the ad group’s keyword in the headline of an ad has a greater effect on quality than placing keywords in the two lines of ad text. Do you have a perspective on this?

Thanks.