Quality Score represents the ROI level of each website in our network, as an average calculated by actual return of investment for our advertisers. The Quality Score is segmented into 10 levels, from 0 to 9, where 9 represents the highest quality score. It can be selected from the Advanced Settings.
What does it mean?
Let's say that you choose to target your campaign to Quality Score 7+ only; from this point on, your campaign will be showing only on the top 30% of websites which means the top 30% in terms of Return Of Investments for advertisers.
Is there a catch?
Well there are three:
1. Every website performs differently for every advertiser and since our scoring is based on averages, there are very high chances that many websites that are scored low can perform very well for you.
2. The highest quality score you choose - the more expensive the traffic will be, because more advertisers are chasing it.
3. The higher the quality score you choose the less traffic you will get.
So what is the best practice?
We recommend starting with one of the highest quality scores, let your campaign run for a while to gain traffic and conversions and then, along with regular subid-blocking and optimization, go for a lower quality score and so on. This procedure will assure that you will have a smooth start and once you start feeling confident with your campaign - you will expose it to more and more websites, while keeping the lower-performing ones out using subid blocking.
For the less-experienced advertisers or for ones that can't (or don't want to) track and optimize by subids, we recommend choosing the highest quality score for a few days to see that the campaign performs well and then, once in a few days, add a lower quality score until the campaign is at the best point of enough traffic and decent profit.