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Can I put an old keyword in a new Adgroup in a new Campaign without losing history?
I have been told that to preserve history, you should not delete a keyword under on Adgroup then add it under another, but rather, you should "move" it from one Adgroup to another. I don't really understand the distinction, nor why Google would drop all history on a keyword if there were just a temporary lapse in it.
Can anyone out there shed some light on what it means to "move" a keyword and why it is important?
what it means to "move" a keyword
It means delete somewhere and add somewhere else.
"Move" oposed to add wherever has nothing to do with the keyword history.
Keyword may have different performance and QS depending on ads being triggered by it, but the keyword itself is same keyword across an account, wherever it is.
I suggest in the new ad groups, run the same ad the keyword was originally paired with along with a new, more targeted ad. As per usual, keep the one which performs better. Keyword QS is closely tied with ad text, so a whole new ad may be a disadvantage.
Pull your QS in advance of making changes, so you can run a post-opt comparison and roll back anything that didn't improve.
Quality score is calculated on several levels, but only visible at the keyword level, and only as a summary:
1. Account/Domain - the history of performance (CTR) for your domain.
2. Google Search - history of performance on Google. Both Account & Keyword level.
3. Search Partner - history of performance on search partner network. Both Account & Keyword level.
4. Content Network - history of performance on content partner network. Both Account & Group level.
All of the above are calculated per geography as well, which you can only see if the campaigns are set up per country.
I also suggest either not changing your bid for the "moved" keyword. Or even increase bids at the start, then ease them back down.
If you do migrate everything over to a new structure, keep content and search separate, and leave the content network running on the old campaigns. Maintaining performance while reorganizing is a lot harder for content than it is for search.
The faster you get clicks, the faster your QS will change. Most importantly, CTR is king so it's important to make sure that is high from the start.
Tread lightly and good luck!