A client wants to get more clicks on his ad and also raise his Quality Score. Which of these actions may get him more clicks but won’t raise his Quality Score?
Reducing prices on his inventory
Adding an extension
Improving a lower-level page on his website
Using the Shopping ad format
Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions. You can see your Quality Score (Quality Score is reported on a 1-10 scale and its components (expected clickthrough rate, ad relevance, and landing page experience) in your keywords’ “Status” column. The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores. Quality Score is an aggregated estimate of your overall performance in ad auctions, and is not used at auction time to determine Ad Rank.
Ad extensions are a component of Ad Rank along with your bids and the quality of your ads. You can often get the same number of clicks for less money when you use ad extensions. They’re intended to be a good thing for your performance.
Read more here: https://support.google.com/adwords/answer/6167131?hl=en