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.

The problems? They could be many. It could be that your ad copy is not relevant and engaging enough. It could be that your keywords are too broad. It could also be that your ad groups are too large. Or, one of several other issues.

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.

At our PPC management company, the client accounts we see are almost without exception in dire need of an overhaul. If you have been using Google for awhile or even a short time you know that the pay per click marketplace has changed. It's rare that we see an account that has successfully adapted to these changes. There are new rules to consider.

Look at your account. Are there a couple campaigns, with a few ad groups in them and tons of keywords in each ad group? Chances are you aren't as tightly targeted and relevant as you need to be for those searching on your keywords.

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.

Another powerful way to throttle up Quality Scores is simple, but the difficulty lies in the execution -- daily split testing. With consistent, daily monitoring and testing of your ppc ad copy, you'll see your click through rates and Quality Scores rise. The key is to do this continually.

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.

A thriving PPC program more often than not takes a good plan and work. If you find yourself short on time, invest in a professional pay per click management company. If you can tackle it on a daily basis, then get to work. You don't want to be spending any more of your hard-earned budget on keywords that are draining your ad dollars. Get busy and make changes right away!