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Tweaking Your Account Without Incurring A Quality Score Smackdown

The Hanapin Search Marketing team continues its dissection of the AdWords Quality Score (and the factors that influence it) with this post detailing how to make account changes without negatively impacting an account's standing.

"There are two important elements of your account that are actually quite fragile when it comes to your Quality Score: keywords and ad texts," says Joe Kerschbaum. When it comes to keywords, shifting them into better performing, or more relevant ad groups can raise both their CTRs and Quality Scores. Moving said keyword into an ad group with a better performing landing page can also bump up its Quality Score.

But the converse is also true--if the new ad group's CTRs, landing pages or Quality Scores are lower or less relevant, then said keyword (and possibly your account) can incur a Quality Score smackdown. "When moving keywords in the past, we've seen some seriously negative affects within our accounts," Kershbaum says. "Basically, we have restructured accounts in the past (to make them better!) and our performance has tanked. After a few weeks we have gotten every campaign back on track, but here a few tactics we've learned to employ when moving keywords."

First, is to not move all of an account's keywords at the same time. You should also try to move your keywords and their related texts in conjunction. "Your ad texts and keywords have a symbiotic relationship," Kerschbaum says. "If you move keywords out of one ad group into another, copy the existing ad text into your new ad group as well. This is because those keywords have already established a relationship with those ads (in the eyes of Google). If you sever this bond, your keywords are basically starting from zero."

Read the whole story at PPC Hero »

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