I recently launched a new website and AdWords campaign. My ad groups, keywords and landing pages have a 9 out of 10 quality score. This is a brand new website and a brand new campaign. AdWords calls this a "great" Quality Score. I'll describe the exact steps I took so you can duplicate them and get great quality scores as well.

First, the market is highly competitive. It's a market that all major news outlets said was hot and growing online in December 2008 despite the recession. I have over 500 keywords. I'll talk more about them in a minute, but I want to give you an idea of the scale of the campaign.

I started with the landing pages. I have unique, tailored landing page for each keyword. The whole key to a great quality score is having relevant ads and landing pages for your keywords. I recommend a strategy of having only one keyword per ad group.

I'll briefly describe the steps to build a tailored landing page. You start with domain relevant to your market. Plus your domain should only be about your market. You don't want a domain, or a subdomain that covers many topics. Keep your domain targeted. Next, each page has the keyword as the landing page. For example, if the keyword is "college football", the page is named college-football.php. That puts the keyword in the url.

For each page, I have the keyword in the title tags, keywords meta tag, and description meta tag. I also have the keyword in the heading (h1) tags on the page. There is content tailored for the keyword on the landing page.

The last thing I did for each landing page was add a link to my sitemap, contact us and privacy policy pages. Google wants your website to look like more than a single page. It also wants you to be transparent and offer contact info and policies.

The next step was to tackle the keywords. I had about 20 high traffic keywords. These were not long tailed keywords. They were the top volume producers for the market. I wanted to append U.S. cities to the front of each keyword. This would turn high volume keywords into long tails, and simultaneously target geographic areas. This was the best way to attack this highly competitive market. After appending the cities to the keywords I had a list of over 500 keywords.

Finally, I need to create the AdWords campaign. I created a single Ad Group for each keyword. That allowed me to have a highly targeted Ad for the keyword and use the customized landing page. Again, the key to good quality scores is having tailored Ads and landing pages for your keyword. If everything is relevant, you get the good or great quality score.

That's how I generated a new campaign for a new website and got 9 out of 10 quality scores.

I still have some work to do. First, while I have some 9 out of 10, most are 8 and a few are 7. I do not have any 10 or 10 scores. I'm still chasing those. Second, the expense is high because the market is so competitive. The good news is I have CTRs anywhere from 5% to 20%. I'm bidding a high CPC to get that high CTR for the first few weeks. Over the long haul, I will be able to lower the CPC and still have top placement due to the high CTRs.