I won’t go into the whole “formula” here, or all the things you can do
I want to concentrate on what can give you the most leverage: the Clickthrough Rate (aka CTR) for your keywords
Now having a higher CTR has great benefit unto itself. You’re getting more clicks per impression. Getting a CTR of 4% is twice as good as 2% – just in terms of quantity of traffic
But Google really wants to encourage you to get higher CTRs.
And when you get great CTRs, it does magic with your quality scores. And then you get to pay a Lot less per click to get to a given ad position.
I recently had a case where my main keywords were only getting 3 and 4 for quality score. Horrible!
The big problem was that the keywords had a trademarked term. So I couldn’t put that term in the ad. Google “slapped” me with low quality scores.
But I tested and improved the ads. Then my keywords were getting CTRs of 9% and up (I came up with a really irresistible ad)
My Quality Scores went to 10!
So when you’re getting a bad quality score, your best way to fight back is to stop settling for a poor CTR. Keep trying different styles for your ad, and keep trying variations.
Get a great CTR for your ad and watch the magic happen with your quality scores!