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You have decent quality scores and your CTRs are decent. There are many factors in increasing your QS but a lot of it depends on how you organize your campaigns and ad groups... how you group keyword phrases... etc. Be as granular as you can without making it unmanageable.
When you see keyword phrases in an ad group with high CTRs and QSs and others with low CTRs and QSs you might want to put the high CTR/high QS phrases in one group with the existing ad and existing landing page. And then move the low CTR or low QS keywords to another group so they are not pulling down the overall performance of the ad group. This will allow you to write separate ads (and landing pages) for each sets of keyword phrases that are focused on their specific keyword phrases making them more relevant.
Like an ad group for +business phones" might have keyword phrases like:
business phones
business phone solutions
business phone service
business phone systems
in it... The ad might have "business phones" as the ad title, in the ad text, and possibly display URL. The landing page may have "business phones" in the <title>, <h1>, content, page name, etc. Though they are all targeted "business phone" phrases, these are not focused enough. The keyword phrase "business phones" will likely have a higher CTR and QS, while the others will suffer because the ad and landing pages don't specifically target their phrases.
If there where a separate "business phone solutions" ad group, it could have "Business Phone Solutions" in the ad title, text, even display URL. The landing page could use "business phone solutions" in the <title>, <h1>, content, URL, etc. This makes both the ad AND the landing page much more relevant to the targeted keyword phrase "business phone solutions" in Google's eyes, and will likely increase CTRs for users searching for for "busines phone solutions" because the ad will seem more relevant to them as well.
And you can repeat this for others in the ad group that get significant numbers of seraches and have a decent CTR.
Of course, you don't want to do this for every single keyword phrase, but for very focused groups of VERY similar phrases that get a substantial amount of search volume with decent CTRs, you can see an increase in QS, increase in CTR, decrease in CPC, and a better ad rank as a result.
Use your head... use this "peel and stick" method of breaking out performing words (or small groups of VERY similar words) into their own ad groups where you can get the most bang for your buck and still be manageable.
Last edited by Social-Media; 10-24-2010 at 01:10 PM..
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