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The new Keyword Analysis page gives you a detailed breakdown of your keyword's Quality Score and how it might impact your ad's visibility. Specifically, you'll learn how keyword quality and landing page quality are performing and receive recommendations for improvement.
So this is neat...
Here's my big question:
If you're analyzing a "Poor" QS keyword, and the recommendation is that you "delete this keyword" is it pretty well a lost cause for that keyword, i.e. you can't just write new ads and improve/update your landing page quality or relevance?
Or is that keyword a write off in your campaign from then on out?
[edited by: engine at 2:28 pm (utc) on Oct. 25, 2007]
[edit reason] permalink added [/edit]
All of their tools and guides all say the same thing. Increase Quality of Ad, Landing Page, Delete, or bid higher? There's nothing new! I'm sure in another month they will come out with something else that will say the same thing!
from a housekeeping point of view, it makes sense to every now and then delete keywords that do not perform. But in order to do that efficiently, we would need a report that gives a breakdown of the QS.
I.e. a report that specifies which keywords have poor adcopy, which have poor landing pages, and which receive too low search volumes to be relevant.
Case in point - recently I had an AdGroup that had two main keywords - in this case, two different names for the same concept. My ad actually mentions both keywords, as does my landing page (and the site). Search phrases with Keyword A all had a QS of "great" and minimum bids of .03 and .04. After a couple weeks, all the search phrases having to do with Keyword B went "poor" with minimum bids of anywhere from .20 to .50. So I created a new AdGroup with Keyword B in the name, and moved all the Keyword B phrases into it, along with the exact same ad. No changes to landing page. They've been humming along with a QS of "great" and minimum bid of .04 for over a month now.
Coincidence? I dunno. I don't have any other "poor" keywords I can test this on. I'm just puttin' it out there.
My rep created a new campaign for me. After it got going we noticed that the keywords were mostly marked as "OK", and I said I would like to improve this. She agreed and did a further optimization which basically just involved more adgroups within the campaign and splitting the existing keywords among these smaller, more specific adgroups. Now nearly all keywords are "great"!
So just think.. when I wanted to improve the QS of my keywords she only suggested refining the adgroups, never mentioning to me my landing page at all. So I would say that yes, absolutely, adgroups themselves have a big impact on quality score.