LucidSW - 6:37 pm on Oct 16, 2012 (gmt 0)

A big key is what your ads say. If you have boring, ho-hum ads, people are disinterested and are less likely to click. Which of these two ads for the same product are YOU more likely to click:

The Hunger Games
Buy it for $14.99 at The Book Store. Free delivery over $25.

The Hunger Games
23 will die. One will survive. Will 16-year-old Catniss be the one?

I think you would more likely click the second one and yet, it's the same product. It will thus have a higher QS. And if more click on the second one and the landing page convinces to buy, the owner of that second ad is going to make more sales.

You also need the proper keywords. On the above, "the hunger games" will not do it. You want those who want the book. Not the movie or the DVD. So the better keyword would be "the hunger games book". I'm assuming it's the proper landing page but almost nothing you can do to it to improve QS. It's all about increasing your click rate and that means giving searchers a good reason to click.