Hi @TMaruziva! Sorry for the really slow reply...I was on vacation and am just getting back into the swing of things. I connected up with my colleague, Corey, who developed that particular lesson. He said that he used a Facebook framework for rating ad quality, which includes Quality, Engagement, and Conversion metrics. Based on that framework, "using language that your target audience uses" helps to improve ad quality, whereas "experimenting with different types of ad content" can help you achieve higher engagement.