Here's the situation...
In several ad groups I have some high impression/high CTR KWs that would be best in their own adgroup so that I can better control their CPC and ad copy.
I don't know which is better: To just leave the KWs alone or to move the KW to their own individual adgroups. Yes I could star again from scratch but that is expensive and takes time. I'm just wondering on the best option.
Some folks say that if you delete the KW from one adgroup and move it to another, that the CTR "history" will go with the KW to the new adgroup. (this would be good)
Others say that once you delete the KW that all history is erased. (this would be bad)
From personal experience when AW disables a KW, even if you delete it and move it to another adgroup the bad history follows and it is almost automatically disabled again. I don't know if they only do this with disabled KWs or with all KWs though.
Anyone know for sure?
AWA can you clarify?
Thanks!
You can change the CPC of the individual keywords within an adgroup though which will help solve some of your immediate problems.
As far as ad copy, you don't want to change an existing ad, instead create a new ad in the group and see how it does before deleting the old one. This also allows the new ad to get some of that mysteriously weighted ad relavancy credit. To test multiple ads, you really need to make sure that the ad optimization is turned off.
So what I am really asking is, if I make a new adgroup with a current or previously used KW, will that KW retain the CTR even though it is in a new adgroup. Or will it be just like starting from scratch?
AW seems to keep the bad mojo of the KW if *they* disable it. So even if I delete the KW and use it in a new adgroup it is still "cursed" with the previous CTR. But I'm not sure if they use the same rules on a "good" KW, ie does the CTR history stay with the KW if you use it again in the same account.
They said that the historic peformance will not be transfered to the new campaign. However, their systems would 'remember' the historic performance and will initially assess the status of the keywords based on their historic performance.
I take this to mean they will at least get a decent initial positioning and very little chance of going On Hold/In Trial.
I know you are talking about Adgroups but I'm not sure if that's any different from the system's point of view.
But if you do move your keyword to another Adgroup, my guess is you will see at least some drop in positioning, even if only temporary.
Its in the Moved AdWords Thread:
[webmasterworld.com...]
AWA suggested leaving the terms with high CTR in the category they are presently in and moving out the low performance phrases into their own category.
Hope this helps
Actually, deleting the lesser KW was my first thought. There are about 10 KWs that get lower *amount* of clicks but still high CTRs. So that kind of defeats the purpose. Also even if I did delete the less important KWs I would still have 3-4 important Kws in each adgroup which would still leave me in the same boat.
No easy answer I guess.
AWA how about implementing a "move this KW to a new adgroup" utility?
Very high CTR's are not so common and you'll have to re-earn your positions and CTR. Which is far from easy, even with the exact same keywords and ad copy as I've discovered.
What you could do if you want to split you adgroup, is keep the best performers where they are and move the poorer performers to a new group. They might even gain from starting over. A simple copy/paste should do (don't forget to delete te top performers before you paste - use notepad in between).
KW in the original adgroup
$.69 max bid
7 clicks, 72 impressions, CTR 9.7%, avg CPC $.34, avg position 1.4
Same KW in its own adgroup
$.79 max bid
56 clicks, 1039 impressions, CTR 5.3%, avg CPC $.45, avg position 2.0
The first 2 days the new adgroup was hardly getting any impressions, but today it seems that G is pushing most of the impressions to the new adgroup. The old group still has a better historical CTR so it is showing higher even though the max bid is lower.
I also noticed some odd things by doing this. It seems that AW treats
KW
[KW]
"KW"
differently if they are in the same ad group than if they are in different groups. Before "KW" got very few impressions when it was included in the same group with the other 3. [KW] got almost all of them. However, when it was alone in its own group it got many more impressions.
Over 3 days of doing this it seems that the total number of impressions is down buy about 1/2. I could speculate that doing this "confuses" the AW system. On the other hand it could be just a normal business fluxation. Although overture still seems pretty consistant.
The great AW mystery continues...
