If you’re like everyone else who uses AdWords, you’ll encounter problems with Google’s Quality Score feature at some time or another. Improving Quality Score sometimes seems like the “Holy Grail” of AdWords – the ultimate goal that can never be reached.
Your Quality Score is Google’s rating of the relevance and quality of both your keywords and PPC ads. Google uses it to determine your CPC (cost per click), multiplied by the maximum bid you set for determining your ad ranking in Google’s ad auction process.
Increasing your Quality Score by just a single point for one keyword can make a huge difference to the amount you pay in bids on that keyword. It, therefore, comes as no surprise when people tell us about the frustration they feel when they spend hours working on their account for little or no return.
The fact of the matter is that this is really too big a subject to cover properly in a single post, but here are some general pointers that may be useful.