Achieving and maintaining a good quality score (QS) in Google AdWords is integral to your success in Paid Search. Increasing your Quality score will not only reduce your cost per click on keywords, but will also improve your return on investment (ROI). Here are 5 easy to implement tips which will almost certainly produce a positive effect.

1. Keep the number of keywords per ad group to a minimum. If you have more than 20 keywords in one ad group, this should be reviewed. All keywords in an ad group should be very similar. By taking this approach, you will be able to make your ad copy as relevant as possible to the users search.

2. Experiment. Success in paid search can only be optimized by testing and analyzing results. Make sure that you run multiple ads per ad group and remove those that perform poorly. Since a major component of quality score is click through rate (CTR), poorly performing ads will drag it down. This also applies to keywords, so use negatives and consider dropping keywords that do not generate clicks.

3. Use Keyword in headline AND body of ads. Providing that it makes sense, this is something worth employing. Make sure that the ad copy does not look spammy. This approach also provides the additional benefit of more of the ad being shown in bold type and therefore more eye-catching.

4. Landing Page Relevance. Make sure that when a user clicks on your ad that they are taken to the most relevant page on your site, even if it’s not the home page. In an time when humans are bombarded with more information and white noise than ever before, it is important that the page that the searcher is taken to is the answer to their question, or solution to their problem. People do, or should not tolerate having to spend time searching when they do not have to.

5. Landing Page content. To take landing pages a step further, If possible, make sure that the keyword is mentioned in the page heading, the main body of text (in context) and even in the URL after the domain name).

Let us know how you get along!