Pay Per Click Management - Quality score is the thorn in the side of many marketers who use Google Adwords. If you look through the forums, you’ll find thousands of posts from people saying their campaigns have ground to a halt as Google has suddenly slapped R50 and R100 bid prices on what should otherwise be cheap keywords.

So, I’m going to run through a checklist in case you run into the same problem - and the likelihood is you will!

Don’t treat these tips as hard and fast rules because Google's algorithm determines their results; and the algorithm changes all the time.

Treat them more as rules of thumb. If you run into problems just look through the checklist and try to work out what you could change to get your keywords active again.

1. Pay Per Click Management - The Name & Quality of Your Domain

The name and quality of the domain used in your campaign seems to be quite an important factor. Google favors websites which have relevant domain names as well as some age to them. I always find it much easier to achieve a higher quality score using a website that encompasses these two things.

2. Pay Per Click Management -Site & Page Content

It is generally the case that the more unique content you have on your website, the better chance you’ll have of it getting a good quality score.

For example, always have at least four original articles on the keywords you're going to be bidding on. This way Google will hopefully think that your website holds some value.

Use relevant anchor text to link to them from your website and I also link out to other websites that Google deems to be relevant from within the articles.

You could try putting your keywords in the title and include them within the text on three or four occasions. If you can be bothered, and you should be, create different landing pages for each set of keywords you’re bidding on and adjust them accordingly.

3. Pay Per Click Management - Click Through Rates (CTRs)

It certainly helps to have a higher CTR on your ad groups and keywords soon after activating the campaign.

The only problem is you may have to spend a little more money than you’d otherwise want to begin with. This isn’t necessarily a bad thing though.

In fact, most successful Adwords marketers bid high to achieve good a CTR to begin with. Then after a couple of weeks, they start lowering their bids while checking that their ad positions aren’t being affected. The campaign will then become more profitable.

4. PPC Management -Relationship Between Your Keyword, Ad & Landing Page Content

There should always be a strong relationship between your keywords, ads and landing page.

If your ad contains the keywords you’re bidding on, it should generally achieve a better click though rate, which as a result, should improve your quality score. I believe that this is also the case with the relationship between your ad and your landing page.

Not only will this relationship between your ad and your landing page earn you a better score but if the keywords in the ad match the keywords on your website, it will also increase the level of conversions.

With a little help, you can start to overcome all of these issues. Check out our plan on How to dominate your market to see what we advise