5 Tips to Building an Effective Google Adwords Campaign

3. Monitor and improve your quality score. The quality score metric can greatly impact your visibility and ad costs on Google. Every keyword is assigned a quality score, which relates back to the relevancy of your ad copy and landing page for this term. The quality score is comprised of several factors, including clickthrough rate, relevance of the keyword to its ad group, landing page quality, history of the account’s performance, and other relevance factors. This score directly affects your status on that word (active or paused), as well as minimum bid price and position (on a per keyword basis). Landing page load time is a recently added metric to this score, so if you use redirects or have a flash or image-heavy page, it could negatively impact your score, the whitepaper says. There’s a separate column in the Adwords interface for each term; rating are displayed as good, OK, poor, etc.