If you used Adwords years ago, the more money you pay, the better it would be for your ranking in PPC ads. Well, that rule changed by PPC networks later on after more people started their online business and use Google Adwords PPC as the number one way to get traffic on the internet. Later on, Google and other search engines like Yahoo and MSN introduce an algorithm known as quality score to rank between their advertisers. Thanks to quality score, small advertisers, even an affiliate who keeps it relevant will be ranked higher than companies who send traffic blindly without modifying their website.

Google claims that quality score will make all parties happy with Adwords PPC program. Searches will be happy to get relevant result, see relevant ads and get the information they need. Based on previous data, advertisers who make their landing page as relevant as possible will get higher conversion, compared to the one who doesn’t. Google also happy since the company made a successful connection between webmasters and searchers.

Based on the information released by Google in their website and blog, these are factors that you need to consider in order to improve quality score.

Click-through rate history: PPC networks considers click-through rate of a campaign and give higher ranking to advertiser with higher CTR. The reason is obvious. They will will be paid only when someone click an ads and not when each ad is displayed. This policy will increase their overall revenue and make advertisers compete between them to create the best ads with highest CTR.

The ads text: As searchers are getting smarter and Google’s search result is getting more relevant, they don’t even look at PPC ads without the keywords inside it. In most cases, they tend to click the organic listings instead of PPC ads. Which is why, once again Google gives reward to Adwords users who include the keywords inside their ads.

Landing page quality: Once again, Google and major PPC networks give reward to relevant advertisers. It is their job as search engine company to deliver the most relevant result. Web surfers today hate spam websites, pop-up ads, flashy banners and any page which takes minutes to load. That’s why, to deliver the best result, Google also takes landing page content, its relevancy, navigation and page load time into consideration.

Other factors related to search engine optimization: This includes title tag, description, meta keywords and keyword density.