It's easy to have negative results using AdWords if you're not careful and don't have a solid understanding on how Google AdWords works. If you find that you're not getting the results you thought you would then it's time to check your landing pages and the keywords associated with those landing pages. Good keywords and landing pages will result in good conversions. So the phrases that you're targeting most importantly need to be where you take them with your landing pages. Once on your landing page you must present the user with a clear call-to-action. That call-to-action needs to be enticing and must make they want to continue. Since Google uses a Quality Score when deciding the frequency that an ad shows up and the position of the ad. It’s important that the keyphrases used in your ad are also targeted on your landing page. If that landing page also does well in the natural search engine results then it will also have a good Quality Score.

 How to achieve a good Quality Score on Google's search network. The components of Quality Score vary depending on whether it's calculating minimum bid or ad position:

Quality Score for minimum bid is determined by a keyword's clickthrough rate (CTR) on Google, the relevance of the keyword to its ad group, your landing page quality, your account's historical performance, and other relevance factors.

Quality Score for ad position is determined by a keyword's clickthrough rate (CTR) on Google, the relevance of the keyword and ad to the search term, your account's historical performance, and other relevance factors.