What Quality Score Should Brand Term Deserve? (Part 2 Analysis)

This post is simply the follow up post of What's the Effectiveness of Pushing Quality Score? (Non-Brand Term Analysis) and the primary objective of creating these graphs -

"I want to find the range of brand terms Quality Score and how do they behave in most of the case."

SCOPE OF ANALYSIS

• 7 accounts of well known companies
• Half year data
• More than 450 Brand Keywords
• Impr/Kw is the total impression of keyword of the QS divided by the total number of keyword of that QS
• Click/Kw is the total click of keyword of the QS divided by the total number of keyword of that QS

The purpose of "by keyword" is to show the ability of a single keyword if it reaches certain QS or position.

Analyze by QS

QS 8 and 9 keywords consist 75% of total keywords.
Comparing a keyword of QS 10 and 9, mathematically their impression and click drawing power got 10 times dramatic different.

I don't really see a trend in the graph. My hypothesis -
QS is a system judgement for the keyword to the website, ad text but human users link the keyword and the ad with mind. Hence, QS is not a major factor of CTR of brand terms.

Analyze by Position

Pretty normal one.

CTR doesn't vary with QS for brand term but the position.
CPC raises along with lower position... that's weird
The optimal position balancing the impression, click, CPC, CTR is position 1.2!