A high Quality Score in Google AdWords means ads will trigger in a higher position and at a lower cost-per-click, determined by factors like historical click-through rates, landing page quality, ad relevance, and other unspecified factors. Keywords should go beyond standard terms to drive conversions, and negative keywords should refine targeted terms. Proper tracking of conversions through Google Analytics allows an advertiser to determine return on ad spend and bid effectively. Other paid search options include LinkedIn's self-service platform targeting professionals, and Yahoo! and MSN AdCenter which use the same structure as AdWords but require conversion tracking for optimization.

2. Landing page quality

3. Keyword ad group relevance

4. Keyword to ad relevance

7. Determine a ROAS

8. Set different types of conversions

10. Self Service

11. Highly Targeted

12. No conversion tracking

13. Yahoo! &MSN AdCenter:

14. Use same structure as Google AdWords

15. Same bid techniques

16. Conversion tracking essential

18. Timed Bidding

19. Display ads

20. Analytics

21. Impression Share

22. http://adwords.google.com/support/aw/

23. http://www.searchenginejournal.com/

24. http://searchengineland.com/

25. http://searchenginewatch.com/

26. http://advertising.yahoo.com/transition/en_US