Your account’s performance in the geographical region where the ad will be shown.
This geographic level detail is on the account level, not on the campaign level. So if you have an account targeting multiple geographic locations and you break those out by campaign, it won’t make a difference on the campaign level. Brad hopes Google moves this to a more granular level, i.e. on the campaign level - where many SEMs place their geo-specific targeting options.
Geographic information is not 100% new to Google’s quality score. Google does use it for your page load time score, which is part of the overall quality score. But it was not used outside of that, until now, reports Brad Geddes.