A while ago Matt blogged about the role of SEO in Adwords - specifically the need for a good Quality Score.

If you're asking what's a Quality Score and why can't I see it - then I'll redirect you to an earlier blog on that - "Displaying Your Quality Score".

If you're happy with the concept but a bit fed up that all your keywords have a score of "Poor" - here's a sneaky tip that is popular (and totally acceptable) with Google.

If you're selling "bananas" and your destination URL is really:

        www.example.co.uk/badly-named-file.php?params=lots

Then you can shoe horn a nice keyword in as a pretend directory:

        www.example.co.uk/buy-bananas

What's more - because the keyword will be shown in bold in the advert, your destination URL will be highlighted in bold - prospective buyers will click on your ad and bob's your uncle.