Optimizing for Google AdWords' New Quality Score System

Optimizing for Google AdWords' New Quality Score System: "by Greg Ives - KeywordRanking
In the coming weeks, Google will release a new method for deciding when your ads show up. Out with the old system of 'on hold, in trial and disabled' keywords and in with 'the quality based system,' where keywords are either active or inactive...

There are several issues that will be challenging for marketers.

Inexperienced advertisers will likely increase their max CPC to retain their paid search rankings. This only provides a short term solution that will drain your budget and leave your ad costing too much.

Increasing CPC is one thing you can do in order to attain active status, but the correct thing to do prior to spending more money per click is to improve your quality score through optimization.

In addition, inexperienced advertisers are likely to erase existing keywords that aren't activated but could easily become so by changing the structure of the account, budgeting, etc (see below). This could lose them some easy return on keywords that convert.

To keep your keywords activated an experienced agency will:

* alter the structure of the account, campaigns, ad groups and keywords
* alter campaign budgeting
* refine content targeting
* optimize for your max CPC
* select proper keyword matching
* ensure rotation of quality ad text
* proper keyword selection
* build out campaign negative keywords
* implement content website exclusion"