1	Compare & Contrast: Ad Program Strategies Geographic Targeting Brad Geddes
2	What Quality Score Affects Quality Score Determines Ad Rank for the search network Ad Rank for the content network Keyword minimum bids Active keywords within an account
3	Why Quality Score is Important Pay less than competitors for higher ad rank
4	What Can Affect Quality Score Click through rate on Google.com Overall history Most recent history Ad copy Landing pages Other relevancy factors
5	Keyword Quality Score for Search Keyword Quality Score for Search: Determines quality score for the search network Ad Rank = (Quality Score) X (Max CPC) Keyword Quality Score for Search is Determined by: Click through rate on Google.com Overall history Most recent history Ad copy Other relevancy factors
6	Ad Group Quality Score for Content Ad Group Quality Score for Content: Determines quality score for the content network All keyword quality scores in the Ad Group are weighted & averaged to determine the Ad Group’s Quality Score Quality Score for Content is Determined by: Click through rate on Google.com Overall history Most recent history Ad copy Landing Page Other relevancy factors
7	Minimum Bids (Only Applies to Search)
8	Account Quality Score Account Quality Score: Determines how many keywords can be active in an account Default is 50k keywords Account Quality Score is Determined by: Combination of all keyword quality scores in the account Account spend
9	Quality Score \| Ad Copy Dynamic insertion does not affect the quality score. The ‘Backup Ad Text’ is used for determining the ads’ quality score. Things to keep in mind when writing ads for quality score: Does the ad copy contain the keyword? The keyword theme? If not, then consider putting those keywords in their own Ad Group. Is the Ad Group ‘tightly themed’ with keywords? An Ad Group with ‘plumbing services’, ‘broken pipes’, and ‘plumber’ is not as closely themed as an Ad Group with ‘plumbing services’, ‘emergency plumbing services’, and plumber’. The tighter the themes, the more relevant the ad copy.
10	Quality Score \| Landing Page Does the landing page contain the keyword? Related keywords & themes Can Google spider the page? Google sitemaps Robots.txt All flash and images Does the landing page contain unique content? Can a searcher find relevant, and unique answers to their questions? Does the landing page appear to be a complete site and have links to: Privacy policy About us Contact us Related content Relevant content Additional information: Google webmaster guidelines: http://www.google.com/support/webmasters/bin/answer.py?answer=35769
11	Determining Your Quality Score AdWords does not externally display your quality score. Quality Score Benchmarks: Keyword minimum bids Ad copy CPC & average position reports URL CPC & average position reports
12	PPC Ad and Landing Page Optimization AdWords Quality Score Brad Geddes Pubcon Las Vegas 2006 Archive: http://eWhisper.net