Every time that the KWs match changes (broad into exact) the KW looses its history, am I right? That means it looses the CTR, so in terms of showing/exposure is like if the campaign starts again (or?)
Same happens when KWs are changed form one ad group to another?
My questions are,
How Google ranks campaigns, KWs & Ads till they have the history?
What is going on while they are collecting the history? Am I right to assume the KWs are ranked based on CPC? Is true that Google gives the campaign two weeks of maximum exposure in order to get enough data?
If History is so important that it means that the only thing which can be done "to play with Google" is to change bids? (As all the other changes affect the campaign history)
Thanks for all your answers in advance
Every time that the KWs match changes (broad into exact) the KW looses its history, am I right?
No, You're not.
Please, prefer to:
view the keyword evaluation flow diagram. [adwords.google.com]
How Google ranks campaigns, KWs & Ads till they have the history?
See the link.
What is going on while they are collecting the history?See the link.
Am I right to assume the KWs are ranked based on CPC?
No. Max CPC x CTR
Is true that Google gives the campaign two weeks of maximum exposure in order to get enough data?
No.
If History is so important that it means that the only thing which can be done "to play with Google" is to change bids? (As all the other changes affect the campaign history)
Not quite
How Google ranks campaigns, KWs & Ads till they have the history?
From what I have heard, Google assumes a default CTR of some 2% and then calculates your Ad Rank.
From what I have heard, Google assumes a default CTR of some 2% and then calculates your Ad Rank.
This is not quite true, either. It depends on the history of the exact or similar keyword in your account. It can be less than 0.5% and that's a reason why the new keyword can be disabled or on hold in no time.
Thank you but I still have a few questions.
- Every time that the KWs match changes (broad into exact) the KW looses its history, am I right?
After reading the link I think I’m right as it is one of the optimization tips.
- Am I right to assume the KWs are ranked based on CPC?
I know the formula Max CPC x CTR when they already have the history but what happens till the history is there. In the link they don’t say anything about it.
- How important do you think is history to Google? And what would you do if you want to reorganise your KWs in different campaigns and you have excellent CTRs? Again in the article appears as an optimization tip, in order t star again when a KW is not performing but what if it’s performing?
Cheers
Your 'default' account history is the average CTR of all advertisers using that exact keyword.
This 'phantom' history starts to dissipate as you gain your own impressions, and eventually (somewhere around 1000) is no longer used in the AdRank formula.
- Every time that the KWs match changes (broad into exact) the KW looses its history, am I right?After reading the link I think I’m right as it is one of the optimization tips.
- Am I right to assume the KWs are ranked based on CPC?
I know the formula Max CPC x CTR when they already have the history but what happens till the history is there. In the link they don’t say anything about it.
At the moment you make a change, Google assigns a new or default CTR for the new keyword and still keeps the history of the old keyword.
If you decide to change it back or re-enter the old keyword into your account, the old history will be returned.
The new or default CTR will be based on several categories depending the nature of the new keyword, one catetegory will be weighted heavier than the others. Some of these categories can be named as followings:
- the performance history of the same or similar keywords in your account.
- the performance history of the same or similar keywords in Google's data base as eWhisper mentioned above.
- Google assumes a default CTR of some 2% as Inasisi mentioned above.
- ...
If you change the keyword from broad to exact, the first category will be weighted favourably, I think. If the broad keyword or other similar keywords in your account have low CTR, the new CTR will be reduced. That is a reason why some new keywords were disabled or on hold status even before they have a chance to perform.
Every keyword in AdWords system has a CTR attached to it, therefore, the AdRank formula is applied.
The above statements are based on my experience and understanding of AdWords just as
After reading the link I think I’m right as it is one of the optimization tips.
