We have started an Adwords campaign for our website, <example.com> with a daily budget of $50, we have a list of 300 keywords, when we had originally started the campaign our Quality Score for most keywords had been in the range of 6/10 to 9/10, however after 1 night the average Quality Score dropped for most keywords to 3/10 and the highest is now 5/10 for the same keywords, we did not change anything.
Also all our first page estimates rose from an average of 0.12 - 0.90 for the same keywords averaging now $1.00 - $3.00, what could cause such a drastic change? also with all these keywords we have only had 120 clicks for the full budget of $50, is this a good average amount of clicks for the budget amount/large keyword list?
Are we having these low ratings because our keywords are to unrelated to our ad? Our website has a large range of products so we can not put a huge amount of keywords in the small space for the Ad, please see below, should we create multiple ad campaigns to spread out the keywords and to do this do we just add extra ads and they all work off the same keyword list?
Widget Control Only $16
Brand Name <Widgets> 5,000+ items
80% Savings Direct Wholesale Prices
www.example.com
Also any comments/changes that you would make to increase clicks for the Ad itself would be greatly appreciated.
[edited by: buckworks at 5:28 am (utc) on Nov. 9, 2009]
[edit reason] Please use Example.com, no URL specifics [/edit]
yep, break things up so your ad, keywords, and landing page can be more specifically relevant to one another. segmentation and specificity are intrinsically linked - you must segment as the beginning to being specific.
in addition, your site's quality matters. but getting into that is a vast area... you've asked a pretty broad question here - my reply above is just one point, there are hundreds more that can be made / discussed. i suggest you study the materials G provides regarding quality score and then ask more specific questions here to get the best feedback.
ironic that i'm saying your question needs to be more segmented / specific as well.
:-)
good luck!
For new accounts that have no history. Google has a default QS it gives keywords. How it calculates this QS isn't known, but it seems to be based upon how targeted the phrase is. For example: "dog" will get a lower default QS then something like "german shepherd puppies" because the second is more targeted.
The next thing Google will do is crawl your landing pages and then adjust the QS based upon what it finds. This can take several days to complete depending on the site of your campaign.
This is why you saw an adjustment after 1 day. You can check your server logs to verify what I mean.
Another factor is that Google now calculates QS at the time of the searchers query. So QS isn't a fixed value.
One thing I've discovered is that Google seems to understand the scope of a keyword. The wider the scope of the keyword the harder it is to get a high QS.
For example; It would be hard to get a high QS for the keyword "dog" as a broadscope keyword. It's almost impossible to create a landing page that would account for all the variations visitors would search for "dog food", "dog house", "dog tail". etc.. etc..
Picking targeted phrases, buildings ads for just those phrases and having landing pages for those phrases is the key to higher QS.
I know folks hate to read extensively in the AdWords Help Center, but below I have linked to one of my favorite pages.
It is a useful overview of tips on how to think about AdWords, and how set up an AdWords account effectively by being very targeted - as has been suggested by everyone who has posted so far:
Tips for success
[adwords.google.com...]
The topics covered on this page - which are essential (in my opinion at least) to using AdWords effectively:
1. Identify your advertising goals.
2. Organize your account for maximum effectiveness.
3. Choose relevant keywords and placements.
4. Create straightforward, targeted ads.
5. Optimize your website for conversions.
6. Track your account performance.
7. Test and modify your campaigns to get the results you want.
AWA
