A Quality Score is assigned to advertiser accounts by Google AdWords, based on your Click Through Rate and several other factors.

What does the term “Click Through Rate” (or “CTR”) mean? This is a term you will see often as you build your business.

This is a percentage of the number of people who see your ad and actually click. If, for example, 100 people searched for your keyword phrase and then 20 people clicked, your CTR would be 20%.

Quality Scores were established in an effort to make sure Google provides its users with relevant ads. In other words, Google wants its users to see ads that have something to do with whatever the user just typed in the search engine, not some random topic.

Paying attention to your quality score will help to make sure that your ads will be seen by your target audience.

Your quality score can be influenced by factors such as your:

Click Through Rate: If your keywords’ CTR is high, Google views the keywords to be relevant and they receive a higher Quality Score, higher SERP position, and a lower minimum bid.

Account Structure: Google looks for logically structured accounts with relevant keywords. Small, tightly focused keyword groups will improve your Quality Score.

Keywords: It goes without saying that your keywords will be one of the most influential factors in whether Google determines your Quality Score to be “Poor,” “OK,” or “Great.”

Ad Text: The relevance of ad text is the largest factor when Google determines Quality Score. Your best approach is to organize your keywords into highly focused, relevant, targeted ad text.

Landing Page: Google’s spiders crawl landing pages on the web, and if they are unable to find relevant keywords that also appear in your ad group and ad text, your landing page is seen as being less relevant and will receive a lower Quality Score.

Minimum Bids: Your Quality Score measurements will be determined by keyword minimum bids. Google calculates keyword relevance related to the ad group, rewarding higher scores o sites that contribute to a positive user experience. Lower minimum bids are granted to keywords with higher Quality Score.

Ad Performance History: The performance history of your ads will be part of the Quality Score for site-targeted and search network ads.

The Unknowns: In addition to the factors that we just discussed, Google is known for keeping other factors quiet.

The list that we just covered looks pretty overwhelming, so what is the bottom line? What can you do to get the best Quality Score possible? Let’s focus on the most important factor – relevancy.

If Google does not view your ads as being relevant, your ads will not show up in searches and will not be seen by Google’s users. Your keywords, ad groups and landing pages should all make use of relevant keywords and build  upon each other.

This makes it vital for you to incorporate into your ad campaign only keywords that are associated with your product or service. Adding random keywords (or keywords totally unrelated to your products or services) will not help your campaign. In fact, it will work against you.

On the other hand, if your keywords are associated with whatever the customer will likely enter as she searches for your products or services, your Quality score will increase.

The more focused your Google AdWords campaign is, the better. Concentrate on relevant, high converting keywords and your campaign will be more successful terms of how often it is appears, number of clicks, and the cost-effectiveness of your ads.

Now, I hate to throw a monkey wrench into all of this information that we have been discussing, but here is a little twist.

Although you will be creating a campaign that highlights keywords that are actually relevant to your products or services, they will not guarantee you with a high click through rate.

Why not?

Some keywords just out-perform others. They may attract more attention from computer users who are looking for specific data.

Usually, it is just a matter of modifying the lower- performing keywords to increase your CTR. It might take two or three tries before you notice improved results.

For more detailed info on how to setup cheap and effective campaigns check this 81 pages PPC Marketing Guide :

PPC Marketing 2010 Guide

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