Like many web site owners using pay per click advertising, you may be experiencing an ominous trend in your Quality Scores from AdWords. Google may be marking your scores as "poor" and hitting you with an "Inactive for Search" message. A previously thriving PPC account is now disintegrating before your eyes.

What's bringing you down? It could be a number of things. Look to see if your ad text is relevant enough to each of the keywords they appear on. Are your ad groups too broad? Are they stuffed with a variety of keywords that can't be directly spoken to with your ad copy? Break those up. There's other nuances as well.

There are a variety of different hoops that Google may want you to jump through in order to get back into play and lower your costs per click. The solutions, however, may not be very simple, and it may require you to roll up your sleeves and put in more man hours than you wish. But effort pays off.

The client accounts we see at our pay per click managment company almost always have to be overhauled. Google Adwords has changed -- those old account structures are no longer as effective as they once were and you need to adjust as well.

Examine your campaigns. Do you have just a few ad groups stuffed with lots of keywords? If so, you are more than likely missing your target with your ads. Think how you can be relevant with each and every keyword.

Your ad quality scores will go up if your ads are finely tuned. You want to develop your account, campaigns and ad groups with this in mind if you want to stay ahead of the curve with Google.

A second way to boost your Quality Scores may sound simple in theory, but our clients have often had trouble with the execution before they came to us. Do you continually test your ad copy? Are you running split tests daily on every keyword and constantly changing them to crank up your click through rates and conversions?

You can't afford to neglect your investment in PPC advertising. Competition and changing Quality algorithms from search engines dictate that you continuously fine tune and improve your campaigns. Don't just look at it once and forget about it.

Make the effort! A successful pay per click program needs a knowledgeable manager whether it be yourself or you hire out. If your man hours are just not there, look to a pay per click management company. Don't short change yourself when it comes to the energy you put into PPC. Unattended keywords can drain on your funds on a daily basis, so don't delay!