More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.

1. @jeffadelsonyan

3. What Influences Quality Score?

4. What Does Quality Score Influence?

5. How Do I Improve Quality Score? ✔  Relevant Relevance

6. Ad Group: Black Dog Collars NO Keywords keywords

7. TIP: Target <8 Unique Keywords Per Ad Group Ad Group: Black Dog Collars with Spikes Ad Group: Black Reflective Dog Collars Ad Group: Black Dog Collars with Rhinestones Ad Group: Black Dog Collars with Sequins Ad Group: Black Dog Collars with Gold Buckle Ad Group: Black Dog Collars with Silver Buckle Ad Group: Black Adjustable Dog Collars YES!

8. TIP: Ask “Does each text ad fit for each keyword in the ad group?” Ad Group: Black Dog Collars with Spikes Text Ad #1 Text Ad #2 Text Ad #3 YES YES MAYBE?

9. TIP: Don’t Forget About the Landing Page

10. TIP: Call Things What They Are Which language is your target audience more likely to use? “ Honey, I’m going to Meineke for some ✗ Steering and Suspension Services.” OR “ Honey, I’m going to Meineke to get my ✔ alignment checked.”

11. TIP: Build Your Negatives

12. TIP: Build Your Negatives (ADD these as negative keywords)

13. TIP: Change/Check Location(s)

14. TIP: Use Search Query Reports

15. TIP: Broad Match is For “Head” Terms Phrase & Exact Broad Search Volume Generic Keywords Specific Keywords

16. TIP: Incomplete Keywords = New Keywords Old Keywords: New Keywords: Bridgestone Bridgest Bridgesto Bridgeston Find Tires Find Ti Find Tir

17. TIP: Build for What the Engines See Gateway Page Flash Content Missing Title Tags Missing rich HTML text

18. CAUTION: Don’t Ignore ROI & ROAS