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by Stephen Logan on 8th September 2010
Companies running online marketing campaigns would be well advised to concentrate on improving their quality score for Google AdWords.
Inc columnist Minda Zetlin explained that Google ranks pay per click ads between one and ten on the basis of whether it believes users will like them and the page they link to.
By getting a higher quality score, users of pay per click management services will outrank competitors with higher bids and therefore get more for their investment.
Frederick Vallaeys, a spokesman for Google AdWords, told the columnist: "Doubling your quality score means you only have to pay half as much per click."
The Inc commentator said that scrapping unpopular ads and unhelpful keywords should help push up a quality score, along with improving the content on landing pages.
Earlier this month, Google confirmed it is updating AdWords Editor, with the new version of the application being rolled out to users in the next few weeks.