It is very important to pay attention to your ad quality. Each search engine that uses a quality score and you can check that very easily. Your keyword bid is inversely proportional to your ad quality score. That means the higher your ad quality score, the lower your keyword bids will be. You can expect a better ROI and save money with higher ad quality. It is nice to see something ensuring you better click throughs. You can do three things to increase your ad quality. Applying these very simple ad campaign management tactics will improve your ad quality.
Select the right keywords - Find maximum number of keywords relevant to your product or service. Some keywords might be appropriate to your whole campaign but only be applicable for certain ads within that campaign and some others might be relevant for every ad in the campaign. Remember to avoid too generic keywords.
Stay with your budget - Never spend too much or go overboard. You can't reach your expected ROI. You will spend more on low performing keywords also. So always stick on to your pre-decided budget; if the change is not essential.
Group highest converting keywords together in one ad group. In yesterday's post I have explained it.
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