Google announced this week that they are changing the way they work out your quality score. This is part of the algorithm that works out how much to charge you per click, and what position to place your advert.
Google are taking more interest in the quality of the landing page that each advert is linked to, and adjusting your quality score accordingly. This will directly affect the position of your advert in Google, and therefore, the costs.
The best thing to do is to ensure your keywords are closely related to the associated landing page. This is what all good Adwords managers figured out a long time ago, it is just that now, Google are giving it even more importance.
If you would like us to review your Adwords or other pay-per-click campaigns, call our office on 1300 794 770.