When advertising in Google AdWords, quality score can mean the difference between profitable and break-even campaigns. Small tweaks to your campaign can be enough to improve your quality score enough to lower your cost per click. Especially if you are in a field with growing competition, you may see the cost per click of your keywords rising to the point that you just can't make any money. By raising that quality score, you may just be able to get the cost back down and start making money again.
The simplest way to improve your quality score is to take the time to break your campaigns down to highly specific ad groups. Instead of a single ad group with 20 somewhat similar keyword phrases, break it into four or five ad groups with four or five keyword phrases in each. For the ads in a specific ad group, include the keyword phrases in the ad copy. On the landing page for that ad group, include the wording you used in the ads. By simply separating keywords into ad groups, you will improve the relevancy of your ads and landing pages and effectively lower your cost per click.
