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"Yesterday, I had a conversation with Nick Fox of Google about the most recent quality score changes. I posted the extremely interesting question and answer session at Search Engine Land last night.  I was honestly shocked by one of his answers, shocked!When I asked how Google changed the process of normalizing the CTR scores for ad position, he explained the old way versus the new way.  In the past, Google took a lower ranking ad and moved it in a higher position to test to see how that ad's CTR would change.  Any clicks on that ad were not charged to the advertiser, plus this was done on a very very small percentage of searches.  It was the way Google could get a good metric for what the CTR would be for that ad, in the same ad position.I was shocked by that, just because it sounds totally weird.  It makes sense, don't get me wrong.  But I just assumed that Google used, what it is using today, a statistical model to adjust those numbers.  Now, they switched to a statistical model to adjust the ad's CTR for normalizing that factor within the quality score.In any event, you probably want to read the whole discussion at Search Engine Land.  I personally felt that specific tidbit was fairly enlightening.Forum discussion at Sphinn."^^<http://www.w3.org/2001/XMLSchema#string>
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