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Popular keywords and high-volume key phrases seem pretty straightforward, from a search perspective.You target the terms in organic search optimization and through your pay-per-click campaigns, and acquire as much of that Web traffic as possible.

The Quality Score algorithm is based on a few core elements, and they all revolve around relevance.

To improve the relevance (and lower the cost) of your keywords, it’s important to: Let's imagine we're running a website that sells electronic gadgets.

We sell items such as cell phones, laptops, and LCD monitors.

We take a look at our log files, and note that organic search is driving the most traffic for the keyword terms: Some free keyword research confirms that these are high-traffic keywords. The problem is, these words aren't closely related.

If we attempt to cram these three words into a single Ad Group in Ad Words, we'll get slammed on Quality Score and will have to pay a lot every time someone clicks on our ad. Better yet: while we're creating a keyword group for each of these terms, why not surround it with keywords that search engines will view as closely related?

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