1. Create highly specific ad groups
Google suggests about 20 keywords per ad group. The fewer
keywords you use per ad group, the more targeted you can design your ads. To
get good results, keep your ad groups tightly themed.
For example, if you had an ad group "shoes" that
contained keywords such as "brown shoes", "blue shoes"
"green shoes", etc. then create new ad groups "brown
shoes", "blue shoes" and "green shoes".
Do not use the same keyword in multiple ad groups. If you use
the same keyword in multiple ad groups then you will compete with yourself.
2. Include your keywords in your ad text
You should include your keyword in the ad title. It sometimes
helps to include it in the ad text as well. If you include the keyword in the
URL (www.example.com/keyword) then it's likely that you'll increase the click
through rate (CTR).
The click through rate is the most significant component of
Google's Quality Score.
3. Include your keywords and the ad text in
your landing page
Include the text of the ad and the most important keywords in
your different landing pages. It often helps to optimize the landing page for
the keywords with the highest click through rate (CTR).
A web page that can get high rankings in the organic search
results will also get a high Quality Score for that keyword.
4. Make sure that your landing pages load
quickly
The landing page load time affects the Quality Score. The faster
your web pages load, the better.
5. Use one landing page per ad group
Your landing pages should be highly related to your ads. This is
very important.
A frequent error that AdWords beginners make is routing all ads
to the homepage, thus giving away much of their revenue and profit.
The AdWords ad sparks the interest of a potential customer.
However, the task of persuading the customer to buy belongs to the landing
page. In general, a homepage cannot accomplish this.
Create a separate landing pages for each ad group and keep your
ad groups tightly themed.
6. Test, test and test again
Always test your ads to find the ads with the best click through
rates and the best conversions. The better the click through rate, the better
the Quality Score.
Source: SEOProfiler.com