To get results without constantly raising your bids, it's crucial to get and maintain high Quality Scores across your pay-per-click campaigns. When your Quality Scores are high, Google rewards you with higher rankings, more impressions, and lower costs per click.
It's a win-win.

After reading this white paper, you'll understand:

• How Quality Score is calculated and why it's important
• How to find your most relevant keywords
• How to create Quality Score friendly campaign structures
• How to raise click-through rates and lower PPC costs
• How to increase your ROI from paid search