For pay per click advertisers, getting high AdWords quality scores is vital. If you are seeing your scores marked as “poor” or tagged with “Inactive for Search” by Google, then it’s time to take action. You don’t want your once jumping pay per click campaign to be stagnant.
Why the vanishing keyword act? There could be multiple reasons. Is your ad copy not in sync with your keywords? Are your keywords too general? Are your ad groups over-sized and not tight enough? These problems might be only the tip of the iceberg.
There are a variety of different hoops that Google may want you to jump through in order to get back into play and lower your costs per click. The solutions, however, may not be very simple, and it may require you to roll up your sleeves and put in more man hours than you wish. But effort pays off.
