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HOW TO: Monitor and optimise PPC performance

An advertiser enters a keyword and ad into the system. Now what? With traditional advertising, the work is done. However, with online advertising, monitoring performance and maintenance are part of the advertising model. Most importantly, advertisers should pay attention to quality score.

Quality score
This tool measures an ad's relevance and sets the minimum cost per click (CPC) bid required for an ad to enter the auction. Ads with higher quality scores tend to:

Keyword status
Keyword status determines whether an ad is eligible to run in the auction. In other words, it determines whether a keyword is eligible to trigger ads on search pages. The keyword status appears in the ad group view. There are two keyword statuses: