Changing Creative

Headline, L1, L2

[Hubie]

I am considering completely revamping my creative. Leaving all campaigs/adgroups the same, but tearing down the old creative (didnt do squad) and adding 3-4 new creatives to run until I find which is the best.

BUT

Is 'tearing down' aka 'deleting' the current creative going to hurt my new ads? I've heard a lot about 'history' and 'QS' - Will changing creative hurt that? or is that just for keywords, not the ad itself?

Hubie the newbie

[poster_boy]

No, ads have quality scores, too. Deleting an ad will delete the associated history of that keyword with that ad.

[AdWordsAdvisor2]

Hubie,

As poster_boy mentioned, there is a quality score associated with your keywords in combination with that existing ad creative. Removing that ad creative will remove that quality score, and the new ads will have an 'average' value associated with them until they have developed their own history.

However, this shouldn't dissuade you from making changes. As long as your new ads are better than the existing creative, the long term benefits outweigh any short term recalibration.

AWA2

[kea12345]

Along these same lines, (and I apologize if this is answered elsewhere)
if I am testing multiple creatives, and one has a CTR of 7% and the other 5%, then should I delete the 5% ad (assuming the ROI is the same)?

Or, is the 5% ad showing for certain keywords where there is a lower CTR, but it is still getting a better CTR than the 7% ad would for that particular keyword?

[Kings on steeds]

is the 5% ad showing for certain keywords where there is a lower CTR, but it is still getting a better CTR than the 7% ad would for that particular keyword?

This will come down to your settings, in google campaign settings you have to ad serving options, if you are set to "Optimise" the advert with the best CTR will be given preference, if you have "Rotate" your ads will show evenly for your keywords regardless of advert CTR.

I think what you need is the ROI for your adverts, AB testing your ads and reporting on sales VS cost will tell you which one is providing the better conversion, That is the advert you should focus on.

Alan

[edited by: Kings_on_steeds at 1:10 pm (utc) on Oct. 24, 2006]