14 Hot Ideas in Free and Paid Search

5. Build rational ad groups. Your Google campaigns will perform better when you group ads semantically. Sensible ad groups help your performance on the content networks and also can improve your quality score. (See adwords.google.com/select/guidelines.html.)

6. Quality score matters. Google ranks ads by a combination of maximum bid and quality score. Quality score is a function of clickthrough rate, landing page relevance and additional secret factors. To avoid quality score concerns, write targeted and compelling copy, ensure that your destination URLs tightly match the ad phrase and ad copy, and don’t launch new campaigns with artificially low costs per click.