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Penalties & discounts
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Written by Support
Updated over a week ago

Penalty

The amount of money that a campaign, ad group or keyword has lost or rather been penalised by for having a quality score below 7/10.

Discount

The amount of money that a campaign, ad group or keyword has has been discounted by for having a quality score above 7/10.

How are they calculated?

We use the following formula for average CPC to estimate the difference in click costs at quality scores above or below 7/10.

Actual CPC = A/QS + $0.01
	
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