Whether you realize it or not, the amount you are paying per click with your Google Adwords campaign is not what everyone else is paying. The higher your Keyword Quality Index (KQI) score the less you have to pay for your keywords and the higher your position will be.
Your KQI is a somewhat direct correlation to how relevant that keyword is to your site, and more importantly, the page that your ads take the user to. So this brings up the top ways to increase your score.
1)Create landing pages for your advertisements. Don’t send every user to the same page. Send them to a variety of pages that have to do with those particular keywords. The more relevant the landing page is to your keyword the better your KQI score will be.
2)Create ad groups in order to separate your keywords. Don’t group all your keywords together if they are targeting different things.
For instance, one of my clients Logicbright CRM has two markets. One is CRM for small business and one is large corporations. The keywords that are important to each group happen to be different which means the ads that each market should see would be different. So in this case you would want to make two ad groups and have one ad group go to one landing page and the other one to a different landing page.
3)Use your keywords on your landing page and make sure they appear in the meta descriptions of those pages.
Don’t get too discouraged. It may take a while for things to happen the way you want, if you remove the keywords and start over it may take even longer since Google remembers your activity for old keywords and campaigns. So be patient, if you do it right results will come.