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Keywords: Watch your use of broad-match keywords, which can lead to a lot of keywords that aren’t a fit and will lower your score. Similarly, proceed carefully with keyword-generator tools, which can also create irrelevant keywords. Determine which keywords aren’t converting and turn them into negative keywords. Remove keywords with low-quality scores, and put them into their own ad group. One tip from PPC Hero is to put your misspelled keywords into their own ad group since they’re likely to have low quality scores and won’t hurt the performance of an otherwise strong ad group. Keep in mind is that your account history will play an important role in determining your Quality Score. One tip is to start your campaign with branded keywords so you’ll start your campaign with a high click-through rate, and then begin adding in other search terms. A recommendation Craig Danuloff writes in the book “Quality Score in High Resolution” is to use keywords with clear intent, meaning search terms people use when they’re clearly looking to buy.
Ad Groups: Ensure you have tightly organized ad groups with less than 50 keywords in each ad group. Utilize dynamic keyword insertion to ensure your keywords in your ad copy to increase your relevancy.
Ad Copy: Write compelling ad copy for your PPC ads. Ensure you’re using the same keywords in your ad copy.
Landing Pages: Your landing pages must have relevant keywords used in the copy. Oli Gardner of Unbounce recommends that you create a targeted landing page for each ad group. Again, it’s important to make sure your keywords can be seen in your ad copy and then follow through to your landing pages.
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How to increase the Quality Score
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