What the traffic data being gathered for the website is not being segmented? The data being viewed without segmentation is like not considering the the purpose of the traffic.  Every business should consider segmenting there visitors. Having segmentation allows a proper view of the purpose of traffic.

Certain things to be considered while viewing the data:

• Top level performance: An overview of the major KPIs , its performance over X weekdays, % change and probability for the upcoming weekday. A Graphical representation on the effect over the main KPI which would provide an immediate view over the performance.
• Secondary level: Break the Traffic in different segments and major its KPI compared with last weekday.
• Third level: Consider the top 5 negatives and top 5 positive and further break down the Secondary Level data.
• Fourth Level: Consider the origin of the data and keep the track of top changes or new entry among top 10.

Having segmented data would allow visualizing performance and dedicating the performance which could have impacted the overall performance. Also, it could be essential to concentrate on certain segment which is positively impacting the performance.

Is it a myth or a proven fact that Keyword Insertion has a positive Impact on Quality Score? The answer to this question revolves around the Quality Score itself.

What is Quality Score?
For every query that is eligible to participate in an auction has a capability to triggers an ad. A Quality Score is than updated frequently and is a performance based. Quality Score is determined by following three criteria:

• Click Through Rate
• Relevance
• Landing Page Quality

Now, coming back to our question earlier, does Keyword Insertion has a positive impact over the quality score. In-fact yes the quality score could have positive impact due to keyword insertion. The reason for this would be the Ad triggered by the keyword would enhance the Ad making it more relevant to the user hence probability of Ad receiving Click would be higher.

The two major criteria Click Through Rate and Ad relevancy is both met due to Keyword insertion. There are other external factor which shouldn't be ignored such as Landing page Quality, the bid and average position.