There’s no doubt that having a good Quality Score means better ad positioning, higher impression share, and lower cost per click. But what are the things one should consider especially when setting up a new campaign in Google Adwords? ROI Revolution gives a list they call as Google Initial Quality Score Checklist

PPC bidding on the Google Content  Network needs more attention than bidding on their Search Network. With search you don’t have to monitor it as much as you have to with the content network. Just this past few days, my CPA was up by 10% while conversion rate dropped by 5%. The source of the problem? The number of non-converting clicks was up by 50%. These clicks came from 100% CTR websites in Google’s Content Network. So, exclude, exclude, exclude. Now my CTR and CPA is back to normal.

I have been managing PPC accounts for a while now. Some are small and some have big budgets. Managing PPC sometimes though is like a cat and mouse play. Very time consuming if you want good results. Not to mention Google’s very vague explanations on the factors of a good PPC campaign.

Just recently though, one of my favorite SEO/SEM blogs posted a very good view on Google’s Ad Auction factors as they call it. Here are the links to their posts:

Google Quality Score
Google Ad Rank