PPC advertising will deliver targeted traffic, but it takes technical know-how to do it properly. An expert paid search analyst reviews every facet of your account, looking for areas to improve leads and sales. Here's why you should hire one.
Quality score has limited use as an actionable metric. For day-to-day management, it's more useful to focus on relative quality score (i.e., your score compared to advertisers you directly compete against at each position in the search results).