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Optimizing Adgroups after resent QS update

Optimizing Adgroups after resent QS update

   
3:17 pm on Oct 23, 2008 (gmt 0)

10+ Year Member



I have searched the forum for current tips on ad group optimization but didn't find anything that covers the the current QS update that hit in the last month or so... I have read here that Google seems to favor smaller ad groups with keywords tightly related to the ad text and landing page.

So my questions are:

If you have an ad group with 200-300 hundred key words that are tightly related - with a lot of minor variations of the possible search queries how would you optimize it under Google's current aligro.

I have considered moving all lower CTR keywords to there own ad to tweak them separately while letting the high click through keywords stay where they are -hoping that that without the saddle bags around... their score and CTR will go even higher.

On the other hand...I have considered breaking all the key words up into more tightly focused ads regardless of their current CTR or QS... however Some of them have a great history and i don't know if I want to loose all that history. Wondering if that might make things worse instead of better.

If anyone has been working on this already and can share their success or setbacks that would be awesome.

Cheers

6:36 pm on Oct 27, 2008 (gmt 0)

5+ Year Member



If you have an ad group with 200-300 hundred key words that are tightly related - with a lot of minor variations of the possible search queries how would you optimize it under Google's current aligro.

I have considered moving all lower CTR keywords to there own ad to tweak them separately while letting the high click through keywords stay where they are -hoping that that without the saddle bags around... their score and CTR will go even higher.

With this many keywords per adgroup even if there are only minor variations, you will definitely want to move out or simply pause high volume, low CTR keywords. Additionally, you'll also want to pause/delete zero to low impression keywords as a lot of these together could do some serious damage to your quality score. Keep an eye out especially for keywords that are already graded as poor or requiring a min. bid increase to appear on the first page of search results.

I would recommend pausing the above keywords and focusing on those keywords that first have the highest search volume where you can work on improving the CTR quickly. As far as knowing when to split or "peel and stick" keywords into their own adgroup - general rule of thumb is if you can write a more targeted and relevant text ad for a subset of keywords, then move them out on their own.

Keep in mind that there are different quality scores so you have a lot of levers you can play with:
- Account QS
- Campaign QS
- Ad Group QS
- At Text QS
- Keyword QS
- Landing Page QS

Also think of tightening up or breaking up your geographical targeting to improve QS now that Google is calculating QS more in real time and across performance in different geographical regions that you are targeting. This will allow for better control and improved QS not to mention better messaging that could be more relevant to searchers in different markets.

Hope this helps.