Google values relevance, and as such, relevance between keywords, ad copy, and landing page copy is generally awarded with high Quality Scores, high Click-through Rates, and high conversion rates.

Many AdWords managers spend a lot of time writing new ad copy and designing new landing pages to achieve the optimum relevance for their campaigns. These tactics are without a doubt worth investing time in, but even before you begin the advanced testing tactics involved with new ads and landing pages, you should first adhere to three straight-forward and easy-to-implement strategies that will assist you in making your AdWords campaigns profitable.