A number of bugs with Google AdWords' quality score rules could be having an impact on pay per click services, with one specialist suggesting the performance of keywords is being affected.

Writing for Search Engine Land, Brad Geddes stated in recent months search terms with an AdWords quality score of three out of ten are showing up in top positions on results pages.

Previously, he argued, such a rating often meant the keyword received an error message saying it is too low to rank highly.

"However, that seems to be changing," Mr Geddes explained. "Low-quality score keywords are being displayed in the coveted top positions."

As such, he advised businesses to weigh up how important the quality score is in relation to the profits each ad and keyword combination accumulates.

Barry Schwartz noted in an article for the same publication in November that Google has claimed recent glitches in quality scores have only affected the reporting of such ratings and had not influenced actual advertisement prices.

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