When starting a new website many developers use Google Adwords to drive traffic to their site. Many think you just pick the keywords where you want your ads to show and set a budget.
Google assigns a quality score which can be quite complicated to figure out on your own. There are many factors that play into the quality score. I know a few years ago when I ran my first campaign using adwords that I had no idea why my ad would not show or why I had to bid more than I wanted.
DigitalNetAgency.com has put together an informative piece on the topic that is worth reading for those new to Adwords or those thinking about starting an Adwords campaign.