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ad with low CTR but keywords with high CTR in one adgroup

shall I split the keywords?



1:06 pm on Feb 20, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

I have a following situation:
I have an adgroup with a list of keywords. the list contains both more and less targeted keywords.

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?


2:59 pm on Feb 20, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

as far as i am aware of this, it is calculated on the individual keyword, and not the ad itself.

someone can correct me if i'm wrong, but i am nearly 100% sure this is the way it is done.


10:43 am on Feb 21, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

well, i read that some people put keywords that ddrive clicks that they need but have low CTR to another adgroup to keep ad CTR high fot the entire adgroup.

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.


11:23 am on Feb 21, 2006 (gmt 0)

10+ Year Member

i too presumed it was based on the CTR of that specific keyword/phrase, not hte performace of the adgroup as a whole


12:22 pm on Feb 21, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

i just found this,

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.

source: [adwords.google.com...]


6:09 pm on Feb 21, 2006 (gmt 0)

10+ Year Member

very interesting.
good work!


6:37 pm on Feb 21, 2006 (gmt 0)

10+ Year Member

This is so funny. I was just on the phone with my rep asking him this exact question.

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.


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