Search advertising success is defined by relevance. The concept of relevance is broad, but logical: it's the relationships between advertiser, keyword, ad copy and the landing page/ post click experience. So, how do we know if our relationships are strong, and our account is relevant?
Simple: Quality Score for Google, or Quality Index for Yahoo.
There are several components of Quality Score, illustrated quite nicely below:
Three of the six components are controllable (keyword relevance, ad relevance, and landing page content); two of the components are byproducts (clickthrough rat [...]
Related Topics: Channel: SEM | Google: AdWords | How To: PPC