A high Quality Score in Google AdWords means ads will trigger in a higher position and at a lower cost-per-click, determined by factors like historical click-through rates, landing page quality, ad relevance, and other unspecified factors. Keywords should go beyond standard terms to drive conversions, and negative keywords should refine targeted terms. Proper tracking of conversions through Google Analytics allows an advertiser to determine return on ad spend and bid effectively. Other paid search options include LinkedIn's self-service platform targeting professionals, and Yahoo! and MSN AdCenter which use the same structure as AdWords but require conversion tracking for optimization.

1. Quality ScoreA high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click.Factors:Historical CTRs of keyword, entire account, display URLs

2. Landing page quality

3. Keyword ad group relevance

4. Keyword to ad relevance

5. “Other Factors”KeywordsThink beyond standard search terms. There is a reason BING is marketing itself as a “decision” engine.Types: Broad, Phrase, Exact, -NegativeUse Broad to discover keywords that drive conversions and make ones that don’t negative keywords.