A common topic of discussion among AdWords users is how Google’s Quality Score effects ad performance. Google assigns quality scores as part of its effort to give users a more enjoyable experience.  A common misconception is that increasing the bid rate will increase the Quality Score.  This is not true.  Google has a complicated algorithm incorporating variables such as click through rate, history, landing page, and numerous other relevancy factors it uses to weed out irrelevant ads.  Someone may pay a higher click fee and see their ad rise in results, but it won’t last.  Google hits the pocketbook until you say “Uncle” and give up.  Optimizing a keyword, AdGroup, ad or landing page is the best way to improve the quality score and in turn lower click costs and improve your overall performance as a Google advertiser.

For more information visit Google’s AdWords Help.