You've read the Adwords Strategy Guide and Advanced Guide. You have implemented all the techniques to get to a Good Quality Score. But, Adwords has still assigned you a Poor Quality Score. What do you do? The following list of items are the things you want to check to raise that poor Quality Score.

(1) What is Adwords saying is wrong?

Adwords provides some diagnostic information when they assign a poor Quality Score. Take a look inside Adwords and see why Adwords gave you the poor score. When you know what Google thinks is wrong, you can attack the problem. Adwords reports on three categories of problems.

(a) Keyword relevance
Generally this means you have a poor CTR. More on how to fix it in a moment.

(b) Landing Page
This means your Landing Page is not tailored to your keyword. Create a unique landing page for your keyword and optimize the page for it.

(c) Landing Page Load Time
Your Landing Page was too slow. Start removing images, javascripts, stylesheets and any other elements not directly related to your message.

(2) How is the CTR of the ad?

Once you begin to get traffic (impressions) of your ads, the CTR becomes a major factor in the quality score. Google is letting the human consumers determine if your ad is relevant to their searches. If the ad is relevant, human consumers click your ad and the CTR goes up. If the human consumers don't click your ad, the CTR goes down. Google alters the quality score based on the CTR. It's a survival of the fittest ad when you begin to get impressions.

The rule is you must have a half percent CTR to maintain a Quality Score. But, I recommend shooting for a 2% or 3% CTR. If you don't have a CTR of at least 0.5% you should do one of the following...

(a) Improve the sales copy of the ad.
This is crucial if you want to keep the keyword. Your ad needs to be compelling enough to make consumer want to click it. If you don't have a 0.5% CTR your ad isn't doing it's job.

(b) Increase the max CPC bid.
You can increase the max CPC to get a higher ad position. A higher CPC bid means higher ad position, more traffic, and (hopefully) more CTR. After you have achieved a CTR of 2 or 3% for two weeks, you can start lowering you CPC bid because the CTR is likely boosting your Quality Score, and you can maintain the higher ad position without spending as much.

(c) Delete the keyword.
The Quality Score of your entire campaign can be damaged by poor performing keywords. Delete them if you can't keep the CTR above 0.5%.

(3) Revise your Landing Page.

Can you optimize the landing page more? I assume you have the keyword in the page title, meta tags and heading tags. Have you used it throughout your sales copy as well? Adwords likes to see the keyword in the content. Assuming you have read the Advanced Guide, you can still use PHP to dynamically insert the keyword just like you did for the page title and meta tags.

You know that tailoring your Adwords ad and landing page to your keyord is the way to achieve a good Quality Score. This is the major consideration when starting a new campaign. You also know that the CTR of your keyword is important to maintain a good Quality Score.

But, what else can you do to boost your Quality Score. Assuming you've done the above, what else can you do to get a leg up on the competition? Here you'll find several tactics designed to boost your Quality Score even further.

(1) Have a link to your sitemap on your landing page
Google has said "Develop an easily navigable site." This means you need your landing pages to link to a sitemap of your website.

Normally, you don't want to give a consumer an alternative to taking your desired action (sign-up for your mailing list, buy a product, etc.) by having some unrelated link on your landing page. But Google wants you to provide a way for the consumer to link to the rest of your website. In other words, Google wants you to have more than just a single landing page visible to the consumer.

You still don't want much navigation on your website. But you can put a single link to a sitemap on your landing page. This link should be below the fold (down to where you'd need to scroll down to see it), preferably past your sales copy as the last thing on the page. Don't be afraid to make the font smaller as most footer links tend to be of a small font.

(2) Have a link to a "Privacy Policy" page and "Contact Us" page.
Google states "Most internet users are concerned with understanding and controlling how websites use their personal information." Google wants you to be transparent, and inform your customers what you tend to do with their personal information.

Create a page named "privacy-policy.htm" on your website, this will help Google identify it. Copy an existing policy from some other website and modify it for your website. Link to this page from your landing page. Again, put the link below the fold and at the end of your sales copy. You can use a smaller font for the link.

Google also wants you to have contact page to make it easy for a customer to reach you. Name the page "contact-us.htm" to help Google recognize it. Include a mailing address, phone number and email address. Link to the page from your landing page.

If you want to take this tactic to the extreme, you might also try "Terms of Use", "Terms and Conditions", "About Us", "Shipping Policy" or "Return Policy" pages if applicable.

(3) Page Load time
Google now considers page load time as a factor in the Quality Score. Remove unneeded elements to keep your page lean, and therefore fast. Don't have too many images.

(4) Geographic targeting
Google now reevaluates the Quality Score on every search. Part of the Quality Score is the geographic location, and Google will boost local merchants. Google knows the consumers IP Address and is able to tell the location from it.

Appending city or state names to your keywords, and then tailoring ads and landing pages for your new keywords may increase you Quality Score.

Plus, you could limit your campaign to your local area. This would diminish traffic, but it could boost your Quality Score.

You know that writing good sales copy is important for success. You need to compel consumers to click on your ads. You need to persuade consumers to opt-in to your mailing list. You need to persuade to buy your products and services. You accomplish all of these things with your sales copy. How do you write good sales copy?

Good sales copy doesn't require a professional copywriter. You can write good copy yourself. Start by looking at examples from your competition. What do their ads and landing pages look like? You also need to test, which means tracking results and comparing variations in your ads and landing pages.

Copywriting comes down to one thing. You want the consumer to take an action. You want the consumer to register, make a purchase, etc. Good sales copy follows four basic steps to compel a consumer to take an action. These steps can be described in the acronym AIDA. It stands for Attention, Interest, Desire and Action. You'll see what these steps are in terms of a landing page.

(1) Capture the consumers Attention.
This is the job of your headline, and perhaps the following sentence. You've to got to make the consumer want to read the rest of the copy when the consumer comes to your page. If you fail to do this in the online world, the customer will be gone in 5 or 10 seconds. Your headline needs to make the consumer stop and take the time to read the rest of your landing page.

For example, imagine your market is actors and you have a product to help them win roles from auditions. Your headline may be something like this.

"Do you know how to prepare in the ten minutes before giving your audition?"

(2) Create Interest in your Product or Service.
After you've got their attention, you need to make them interest in what you have to say. The common practice in sales copy is to describe a problem that the consumer may have that your product or service will provide a solution to. Then demonstrate how your product or service provides a solution.

Again, for auditioning actors, your copy might be like this.

"Most auditions are cold read auditions. A typical audition consists of you getting a side when you arrive an audition. You will have ten or fifteen minutes to read over the side and prepare to read in front of the casting director or agent. The casting agent will decide to call you back or not based on your cold read. Do you know what to do in those ten minutes to prepare for your audition?

• How should you develope a character in ten minutes?
• Should you try and memorize as much of the side as you can?
• What should you do if you are reading with the casting director or agent?
• What do you do if you are paired with another actor or actress?
• Does the scene require you to cry on command?
• Will you have to improvise parts of the audition?
• What will you do without props and proper setting? Is your character supposed to enter through a door?

Get the Productname now to discover the answers. The Productname teaches you how to deliver a great cold read. Delivering a great cold read is the most important step toward wining an acting role."

(3) Build desire for your Product or Service. You created problem for the consumer, now you need to describe how you product is the solution.

You may have heard to list benefits instead of features. You never want to talk about features. Instead, you need to talk about what the feature will mean to the customer. Will it save them time? Will it make their task or life easier? Will it save them money? These types of things are benefits. This is what you need to concentrate on, telling consumer how they will personally gain from your product.

In addition, testimonials are often used at this stage. Many consumers place stock in testimonials from other parties, and they help build desire.

(4) Compel the consumer to take Action. This is last part of the sales letter or landing page. Here to give the consumer the chance to take the action you've been leading them to.

Often you'll see a call to action used, like "click here now" or "get your copy now". This is appeals to the subconscious mind of the consumer, and telling them specifically what to do.

You may use tactics like creating a sense of urgency with an ordering deadline.

It is the accepted best practice to give the consumer only the option to take your action. Don't give them a navigation menu, or any other click. Create your sales letter so that they either take your action or leave.

Starting off with a $1.00 cost per click sounds high doesn't it? It is, and that's the point.

You want to start your Adwords campaign with a high cost per click. For anyone on a marketing budget, that certainly sounds counter intuitive. But the simple truth is you are looking to save money in the long run.

Setting an initial high cost per click is one of the best kept secrets of the Adwords industry. Your quality score for any keyword is largely determined by the number of consumers who click your ad. Google allows the marketplace to determine the best ads in a Darwinian survival of fittest game. The more clicks your ad gets per impression, the more Google increase the quality score.

Let’s assume you've already optimized your Adwords ads and landing pages according to the Adwords Strategy Guide. When you do so, your ad starts with a high quality score. This is important so that you will get better ad positions and more traffic for a much lower cost.

But if you bid a low cost per click your ad is going to show at lower ad positions. That means your get impressions, but since you are not in the top 3 ad positions you are going to get fewer clicks. Impressions without clicks lowers the CTR. Lower CTR causes Google to think the ad is not relevant and lower the quality score. You need a CTR of at least a half percent.

Instead, you start with a high initial cost per click. You bid for the top three ad positions, or perhaps the top ad position. Keep in mind you'll still get the top spot cheaper with the Adwords Strategy Guide than without out. Now you are getting many clicks per impression and your CTR is on the rise. Your quality score goes up.

About two weeks after the launch of your campaign you can begin to slowly lower the click per click. Your high CTR will allow you maintain your top three position while the cost per click is dropping. As long as the CTR remains high, you can keep dropping the cost per click and still maintain your ad position.

You will have a few weeks of a high cost per click. However, in the long run you will be able to have cheaper costs per click because of the CTR you captured in those first few weeks.

Plus, you also know that Adwords is a Vickery Auction. That means you'll only pay what is need to beat the competition. So even if you bid a $1.00 CPC a long-tail keyword, odds are you'll never pay anywhere near $1.00 per click. Of course you'll have to keep an eye on it, because the competition can change at any time.

Save money and slash your Google Adwords costs while driving more traffic.

The golden rule of Google Adwords is relevance. Google will grant you low minimum bids if you master the science of relevance. Without relevance you'll be paying too much per click and your competition will beat you in the market.

The google search engine is the undisputed search engine leader. Google beat out Yahoo, Altavista and MSN in the search engine market by building a better mousetrap. Google's search engine algorithm is a complex formula using many variables to return pages highly relevant to the search term used. The Google search engine is the best search for pages relevant to the search term. That's how they beat their competition. Relevance.

Google uses the same principal with Adwords. Advertisers with a message relevant to the search term are rewarded. Advertisers who are not relevant are allowed to compete, but they pay much higher rates per click.

Google determines relevance by two primary methods. The first is by examining each of you keywords and ads. Google checks the keyword, the ad headline and text, and the landing page to determine how relevant they are to each other. An automated program, or robot if you prefer, will crawl your landing page and determine if your page is relevant to the search term. A relevant page may only need to bid five or ten cents per click. A page not relevant will have to pay ten dollars in a competitive market.

The second method Google uses to measure relevance is the ads click through rate (CTR). Every time Adwords shows your ad to consumers, Google records that it gave our ad an impression. Every time a consumer click on the ad, Google records the clicks. The CTR is the number of clicks divided by the impressions. Adwords will assume that if consumers are clicking your ad frequently then the ad is relevant to the search term and will adjust the quality score upwards. Adwords will adjust the quality score down if the ad is not getting clicks. There will be more information on the CTR later.

You can verify the keyword, ad and landing page relevance for yourself with an experiment. Take a competitive keyword and create an Adwords ad for it. For example, try adwords marketing as your competitive keyword. Go and create an Adwords ad for it and set the landing page to some website that is not about adwords marketing. Any website will do, as long as it's not about internet marketing. What did Google set the first page bid at, five dollars, ten dollars or more?

Adwords will tell you why you got such a high first page bid. The magnifying glass icon next to you keyword will give you diagnostic information. Adwords will tell you your quality score on a scale of one to ten. The quality score is how Google has scored the relevance of you keyword, ad and landing page. In this experiment, and in the example on the right, you have a poor quality score.

Adwords will event provide details of your quality score. Click on the details and recommendation link. Google will tell you your landing page is not relevant, and perhaps identify other problems.

You have just created poor ad. Go ahead and delete the ad group and campaign. You are not about to pay that much per click.

Start another Adwords experiment. Create a new campaign and a new ad group for adwords marketing. Use only that keyword as a phrase match. You can also add an exact match for the same keyword. Do not use the broad match. Do not use any other keywords except the phrase and exact match.

This time, use the keyword adwords marketing in the ad headline, and only this keyword. As you'll see later, having the keyword in the ad itself boost the quality score.

Use the landing page http://www.adwords-marketing-tool.com/adwords-marketing/adwords-marketing.aspx as the destination URL. The URL is complex, and for a specific reason, but more on that later. This is a customized landing page on this website, tailored for the keywords adwords marketing.

The landing page is now highly relevant to the keyword. Adwords rewards you with a lower minimum bid. The same keyword went from ten dollars per click to much lower. Stop and pick your jaw off the floor.

You may not get the same low first page bid or a 7 out of 10 quality score as in the screenshot. First, you are probably not using all the proper techniques in your ad. You'll learn all of those techniques in just a moment. Second, the campaign in the screenshot has an established CTR, which assists the quality score. The ad you just created doesn't have any impressions or CTR.

You'll notice in the screen capture that you don't even have a good or great quality score. The quality score is just ok. The keyword adwords marketing is extremely competitive. There are many existing pages on the web about adwords marketing with established traffic and backlinks. These pages have good and great quality scores. You are not going to rise above these pages on day one. The keyword is simply too broad and too competitive. That's why the quality score is only ok. Build a solid Adwords click through rate (CTR), develop organic traffic and get some backinks and you can achieve a good or great quality score for competitive keywords. Alternatively, select a more specific and targeted keyword. You can become a good or great quality website for targeted keywords.

You are now spending much less than you were with a poor ad. A reduction from ten dollars to ten cents is like paying one dollar for what you used to pay a hundred dollars for. The savings are amazing.

There are three main components to any Google Adwords ad. You'll want to examine each part of the ad. The parts of the ad are listed below.

1. The keyword or phrase that triggers the ad to appear
2. The landing page the ad will send the consumer to
3. The actual text of the ad, or sales copy if you prefer

The key to the strategy is get all three parts of the ad working in harmony. A good keyword, a focused ad and a highly relevant landing page will get you a good or great quality score. A good quality score will allow you to bid very little for your keywords. You will be able to get traffic at a fraction of the cost for an uneducated advertiser.

You are now ready to proceed with the Free Adwords Strategy.