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Editing my URLs - kw or ad?

write new ads or add keyword destination urls

     
4:28 pm on Apr 4, 2010 (gmt 0)

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Hello,

I am changing a small piece of all of my urls for a large campaign. Most of the keywords in this campaign use keyword destination urls so I have edited those. For adgroups not using specific keyword urls I am considering either adding the kw urls or simply writing new ads, same as old ones but with url edit. So I am led to these questions:

I know that if I edit my ads, or write new ones and pause old ones, I won't have any history on my new ads which could hurt their ranking somewhat. But what about keyword level url edits? Do these develop a history? ---> keyword tracking aside, would it be best here to write new ads, or continue using the old ones and add new url to keywords individually. (or would it even make a difference?)

note that new and old destination page is the same.

Thanks!
5:25 pm on Apr 7, 2010 (gmt 0)

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ok, let me simplify my question:

do the keyword specific urls carry history?
8:54 pm on Apr 7, 2010 (gmt 0)

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note that new and old destination page is the same


No change. Once you make your URL change, Google should automatically check it, figure there was no change on a destination side, and carry on.

If you're not sure, pick few major keywords, right down their specifics like QS, CTR, etc, make changes, check few days later.

Also, since display URL is staying the same, you're probably better with changing URLs on a keyword level.
Still, if you figured better ads, keep old ones and ad new, then compare how they perform and keep the winners.
2:30 am on Apr 8, 2010 (gmt 0)

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I would keep the ads and change the urls at the keyword level. There may be some level of history lost that is kept at the kw url level but I would envision a change there to have a very minor impact on things. The alternative of changing the ad level urls would definitely start those ads from scratch which would necessitate a ramp up period to get you back to your previous level.