The key to optimizing your Google Adwords pay per click campaigns so that they are effective as they can be is to improve your quality score. Keep in mind that you each campaign, ad group, and specific keyword has its own quality score. One low quality keyword can drag down the quality score of an ad group or a campaign. You should remove those low quality keywords as quickly as possible.

Let’s say you have an ad group with the following keywords and quality scores:

• Fast Ferrari - Medium Average
• Ferrari 612 Scaglietti - High
• Ferrari Coupe - Medium High
• Ferrari Convertible - High Average
• Ferrari 599 - High
• Ferrari F430 - High
• Red Ferrari - Low

Your ad group quality will be based on the aggregate of the quality of all of your keywords so you want to take any low or below average keywords that you have and take them out of the formula. In this case, you’d drop “red ferrari” and keep all the other keywords. That will likely raise your quality score for the entire ad group as part of your Google Adwords pay per click campaign.