To put it in simple words, in case some visitor clicks on the ads you’ve made and shared, and gets back to this starting position after a couple of seconds, this means that they were redirected to a website that didn’t deliver what they thought it will deliver. If you have many visits like this, the quality score of the ads you have will go down. In case you want to avoid situations like this, do your best to create relevant and engaging landing pages. Don’t forget to use the most relevant keywords in these pages too. Analyzing the results of each PPC campaign is another factor that you should take into account. Every well-established business has a clear record of their advertising ventures. Luckily, Google AdWords has some excellent conversion tracking options that can help you make a quick analysis. In fact, almost every popular PPC services have options like this. Finally, in case you have shared ads that have provided great results (conversions) then you should feel free to boost the bids for the specific keywords you have used in order to get even more targeted traffic.