*The following tip was shared by Eric Gesinski who does Tulsa SEO and PPC work*
A major part of Google AdWords that should be paid attention to is the Quality Score. This is a ranking between 1 and 10, 1 being worst, 10 being best. It’s not on by default in the settings. To have it show in
your AdWords display, inside your keywords tab go to “Filters and views” and select “Customize columns”. From here put a check in the box next to “Qual. Score”. This will show your QS (Quality Score) for each keyword.
In AdWords, Google scores each keyword separately for QS. The score you have will affect your CPC and position for each keyword. A low score can multiply your CPC for your keywords by several times, so it is good to try to target high QS for your keywords.
To get a high QS, you should make sure your keywords match with the ad you are using for them as well as the landing page that ad is pointing to. If this means you have to break your keywords into more ad groups,
then that would be a recommended approach. Google scores the QS based on relevance, so keeping your keywords matching the ad matching the landing page will help increase your Quality Score.
In addition to this relevance, Google will also adjust your QS based on your CTR. If you have a higher one it will help raise your QS further. And of course, if you have a low CTR, it will tend to drop your QS.
If you do all of the above and keep your keyword, ad, and landing page related to each other as well as have an ad with a good CTR, you can sometimes land a QS of 10, which will have you paying much less per
click and often allow you a position above the organic listings without having to pay as much as other advertisers who have ads in the side listings. For all of these reasons, Quality Score is an element of
AdWords that should not be ignored.