[Terry Kyle]

Hi SEO Sages,

Does anybody here know why Adwords' Quality Score keeps fluctuating even though it's pointed at the same page?

Also, in Adwords Campaign Management, is the Quality Score only measuring the quality of the Adwords ad, the website it's pointed at or both? Which one has more weight?

Without many quality backlinks to a page, regardless of whether it's very relevant to the search keyword chosen or not, it always seem to move between "OK" and "Poor".

Many many thanks in advance.