Up Close with Google AdWords Quality Score at SMX West 09

First class of the day. Really tired today. Really, really tired today.
Moderator: Matt Van Wagner, President of Find Me Faster - Awesome moderator!
Speakers: Nick Fox, Business Product Management Director at AdWords at Google, Craig Danuloff, President of ClickEquations Inc., and Addie Conner, Director of Search Marketing at Course Advisor Inc.

My notes:

• First and foremost - relevant
  
• Then reputable
  
• Then trustworthy and fast
• Formula - CTR (50%), Other Relevant Factors (25%), Landing Page Quality (25%)
• Quality score and max cpc bid determines eligibility, ad rank, top slot, and price
• Keep keywords to 2-4 words
• Invite the user to do something
• Don't make users work once they get to the landing page
• Match types do not effect quality score
• Ad position does impact quality score
• Quality score does not suffer when your ads are not showing
• Ad conversion rates do impact quality score
• google.com/domorewithless
• Work on quality score before raising your bid
• Quality score is computed in real-time during a search
• Quality score quick fixes
  • Re-organize campaigns and ad groups
  • Kill the losers
  • Isolate the questionable
  • Execute text-ad tests to drive higher CTRs
• Quality score seven and below is in a penalty phase; higher than seven is the goal
• CPM and CPC each use a different algorithm for determining quality score
  

Three main points:

1. Don't make users work once they get to the landing page
2. google.com/domorewithless
3. Work on quality score before raising your bid