Can someone enlighten me as to what the difference is between defining a destination URL specific to a keyword and defining one for an ad in Adwords? I realize that this allows me to direct traffic either to a page optimized for a keyword or an ad, but how can Google calculate a quality score for a keyword if I have 4 different ads showing for it going to different landing pages that are optimized for the a better conversion rate for the ad not the keyword. Does Google recalculate the quality score every time an ad gets clicked or does Google use an average of the quality scores for each page?

Also, is there a reason why I can enter a different destination URL for the keyword and the ad at the same time. Google seems to send traffic to the URL listed for the keyword. The strange thing is that sending traffic to a URL that is not a version of the display URL should violate Google rules on display URLs if I understand that correctly.

Google just never ceases to startle me.

Oops, I posted in the wrong area. Please move to the Adwords subfolder in the Google discussion forum. Thanks.