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now, in my list the more targetted keywords have CTR over 15-20%.
but in the same list there is one less taargetted keyword that is so general that its CTR is as low as 3%. As this keyword is most often searched keyword in my campaign, my ads have very low CTR.
now comes the question:
is the general CTR of an ad in general important?
or is it only calculated for each and every keyword in my list and I do not need to create a separate ad group for this keyword only?
the question is: does it really make sense if ad is ranked for each keyword? may be adwords help does not tell everything...
AWA, i believe you can help us here.
How is the Quality Score calculated?
We want to ensure that your keywords get a fair chance to run and that we do all we can to properly gauge their performance. We use a Quality Score to do this. Each keyword is given a Quality Score based on data specific to your account, including your keyword's clickthrough rate (CTR), relevance of ad text, historical keyword performance, and other relevancy factors.
Quality Score = keyword's CTR + relevance of your ad text + historical keyword performance + other relevancy factors
Your keyword's Quality Score and maximum CPC (at the keyword or Ad Group level) determine your ad's rank on Google search and content sites. (For the top positions above Google search results, however, we use your keyword's actual CPC.) Remember that improving the relevance of your ad text and keywords will increase your keyword's Quality Score and reduce the price you pay when someone clicks on your ad.
so, from this, it is the individual keyword, not the adgroup.
He said that the CTR is judged based on individual keywords. So if one word in your ad group has a really low CTR it doesn't affect the other words one way or another.