Hi all,

I'm having a look at an adwords campaign for a friend. None of his ads are being displayed. He has just one advert with 40 keywords. His max bid is 2p (UK) over the minmum and the Quality Score is poor.

My question is: Do keywords have to match the ads they are serving to be shown, and if so should i have an ad to match each keyword?

Also how can i get the quality score up?

If anyone has any help or can tell me where i can read some condensed info on it, i'd appreciate it. I have Brad Callens PDF on adwords, but I don't want to read 600 pages. Besides he reads a little too much like he's trying to convince you all the time. Too much marketing in this marketeers book

Thanks,
Adam