Many ad changes that I do simply updates numbers in the ad to reflect changes that are made to the site so that our advertisements are correct. This number clearly is stated on the landing page so I assume it would be bad (for conv rate) not to have the numbers be the same.
The problem is every ad change "resets" QS. When I have to change the ads about once a month and I've found it takes about a week for an ad to regain history. I feel like this could be hurting us.
With the ad under performing 3/4ths of the time I'm wondering if sticking with this ad is a good idea.
I've tested several different ads in A/B style vs this current ad and haven't found one better yet. My current testing style I believe accounts for the QS impact of new ads.
The ad has to be updated about once every month.
Now for some solutions: -Change to a lower performing ad that won't have to be updated. -Stop updating the number on the site until there is a significant difference since it is mostly a vanity number good for ads anyway. -Remove site reference to the numbers and change the ad less frequently. -slowly roll out changes to the new add by having both ads running concurrently. (This would still be weird as we would have 2 ads with different numbers)
Any other ideas on how to mitigate the QS reset with ad changes?
Instead of modifying your existing ads, you can pause it and create a new ad, so that you won't lose the history for that old ads. If you want to get good quality score write the ad more precisely and it should be more relevant to your landing page. You can include your keywords in the adtitle and adtext to make your ad more relevant.