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Ad copy has Quality Score attached to it

     
9:01 pm on Jan 11, 2008 (gmt 0)

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This was news to me so I thought it would be worth sharing here.

Basically, you can lose some Quality Score history when changing your ad copy. Google the exact phrase "PPC Copy Changes Can Hurt You" to learn more.

5:08 pm on Jan 15, 2008 (gmt 0)

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Yeah, it does hurt you to change your ad copy.

However, depending on the quality score of that ad, as well as its history, you don't really take much of a hit for very long.

It's still worth modifying ad copy to try to improve your performance.

6:36 pm on Jan 15, 2008 (gmt 0)

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It can also help. I've brought poor keywords back to OK by changing the ad text.
12:13 am on Jan 16, 2008 (gmt 0)

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Ad copy has Quality Score attached to it

Given that Quality Score is a reflection of the relevance of the keyword, its ad, and the associated landing page, it follows that changes to the ad copy can lead to changes in Quality Score.

It's still worth modifying ad copy to try to improve your performance.

Absolutely agree.

It can also help. I've brought poor keywords back to OK by changing the ad text.

Agreed here too. ;)

AWA

2:27 am on Jan 16, 2008 (gmt 0)

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Why change ad copy? Just create a new one to test. That way you have nothing to lose...
7:41 am on Jan 16, 2008 (gmt 0)

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since the Ad contributes to a keyword's QS, what would happen if you have a few ads in your adgroup, some of which are considered to be excellent, others to be poor?

How does that influence the QS?

7:24 pm on Jan 16, 2008 (gmt 0)

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since the Ad contributes to a keyword's QS, what would happen if you have a few ads in your adgroup, some of which are considered to be excellent, others to be poor?

How does that influence the QS?

I had instances where i add an ad, and some keywords quality score improves, min bids go from .05 to .04. Also in a different adgroup i added the ad and the quality score of some keywords jumped from .05 to .10 go figure.

Now, i am reluctant to expirement unless i have absolutely nothing to lose. If i have a high volume adgroup and it does good i will not touch it, because i am just scared to damage it. It's unfortunate, really cause frequent experiments improve long-run performance.

3:45 pm on Jan 17, 2008 (gmt 0)

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It's the history element that gets me. I would be loathe to experiment with a good ad that has a year of history behind it.

That said, it sounds like the history 'refreshes' rather quickly. I hope that's the case.

1:48 am on Jan 18, 2008 (gmt 0)

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since the Ad contributes to a keyword's QS, what would happen if you have a few ads in your adgroup, some of which are considered to be excellent, others to be poor?

How does that influence the QS?

Sorry, tomasvdb, missed this question until now. In a nutshell:

* The system averages all the ads to set your min bid

* Once your ad enters the auction, the Quality Score of the ad being served helps determine your ad rank using the usual formula of Ad Rank = CPC bid X Quality Score

AWA

3:07 am on Jan 18, 2008 (gmt 0)

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Is there a way to actually see the QS score of an ad?
3:09 am on Jan 18, 2008 (gmt 0)

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That is very useful information AWA. Thanks!
3:58 am on Jan 18, 2008 (gmt 0)

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The system averages all the ads to set your min bid

Does it use all of your ads including the paused ones, or just the active ads?
3:50 pm on Jan 18, 2008 (gmt 0)

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The system averages all the ads to set your min bid

this is very useful info, big thanks

10:54 pm on Jan 18, 2008 (gmt 0)

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Is there a way to actually see the QS score of an ad?

No, but I'll certainly count that as another vote to somehow show the info in the UI in the future, Rockgar. ;)

Does it use all of your ads including the paused ones, or just the active ads?

Now there is a question that I should have anticipated and answered before it was ever asked, Rehan! Sorry about that.

It's just the active ones.

That is very useful information AWA. Thanks!

this is very useful info, big thanks

A pleasure.

AWA