A customer has asked you to create a Pay-Per-Click (PPC) advertising campaign to drive traffic to their web site. You do your competitive keyword analysis, research the industry, and develop a targeted plan that should theoretically work wonders. But it doesn’t. What happened? Have you looked at your keywords quality score? In Google Adwords each keyword is assigned a numerical value out of 10 that affects how much you are paying per click. If you are scoring 4 / 10 or lower then you have some work to do. Google calculates your quality score for each keyword based on several factors including historical clickthrough rate (CTR), the quality of your landing page content, and the relevance of the keywords to your ads in the keyword’s ad group. Improving your score for a specific keyword can mean a better return on your adwords budget. In other words, less money for more traffic. Google isn’t stupid. If you are selling real estate and your keywords are for hair care and your ads are targeted for electronics then your quality score is likely to be low. Everything flows from the keywords so be sure that the keywords you are using are actually contained within the content of your landing page and then create ads that are interesting and concise (not like you have a choice with brevity). If one ad doesn’t perform try several variations and weed out the weak ones.
Good Luck!