What are the keys to PPC success?

I just started using AdWords recently as well and having trouble bringing up my quality score. I've broken down my keywords into focused groups, created ads targeting those keywords and even landing page for each group. But most of my keywords are still hovering around 3 or 4 for quality score, some even as low as 2 . Any suggestions on how I can improve on it?

Thanks for the help!

One critical aspect that is not being mentioned here is conversion rate. I have no problem creating ads that scream click me and are in line with my squeeze page but if they are not converting, I am just lining Google's pocket.

A few simple suggestions would be:

- Make sure to break out your keywords into appropriate themes. For example the keywords diet, lose weight or exercise could be used in relation to weight loss and these keywords would do best if separated into their own themes or ad groups. In this way, you can create very specific ads with your keywords in the title and / or second, third lines.

- You should have a landing page that has a message that is inline with the message in your ads. If the message is not consistent, the prospect will get confused or irritated and click away.

- Ideally, you should have a squeeze page with opt-in. You are paying hard earned dollars to get people to your site. If you can get a percentage of those people to opt-in to your autoresponder program, you get multiple opportunities to make the sell or re-sell. This list would also have real value if / when you ever chose to sell the site.

- You MUST also have some kind of web analytics (I use Google Analytics). It is absolutely critical with PPC to know what keywords are converting and what keywords are just costing you money. Many broad one or two words keywords might bring you tons of traffic but u might find they are really mining for information as opposed to being in a buying mood. Look for long tail keywords like "buy [insert product name here] online" for example - any phrases that would be a good indication the prospect has a real intention to buy or is looking to solve a problem, etc.

- Peel out the keywords that are costing you money and increase bid on keywords that are converting well. If you fine a real nice keyword that is converting well, it might even make sense to peel and stick it into its own ad group so you can create an ad that is very focused and specific to that keyword.

- Always, always A/B test your ads AND your landing / squeeze pages. After say one month, you remove the losing ad and landing page, and insert new ads / landing pages in an attempt to beat out the original. In this way, you are always incrementally improving the performance of your ads / landing pages - hence reducing your costs.

- You might also want to tinker around with ad position. It has been shown that ads at the top get great click thrus but lousy conversions. However, positioning that same keyword around the 6 - 7 slot reduces CTR but increases conversion. Why? Because you are targeting the more engaged buyer. I have tested this and find it to be the case for my niche. This tactic will save you on CPC and increase conversions - win / win but you would have to test for your niche.

UOTE=Lucid;2016696]Kelly is absolutely right about split testing. Take advantage of it. I've had potential clients being afraid to test other ads. Make a game of it as Kelly says. High CTRs is what you're after.

You still have to understand points 1 and 2 I mentioned before. My book explains how you can create ads that get those high CTRs, given the proper keywords which I also explain in detail.[/QUOTE]