Is there a way to move a kewyord into a new ad group without losing everything?
Thanks...
Is there a way to move a kewyord into a new ad group without losing everything?
Jack_Frost, it's important to note that the Quality Score (and thus Min CPC) does not live with the keyword.
Rather, it lives with the keyword as it is used in relation to the particular ad text it's paired with, the landing page, etc.
Here's an example: Let's say the keyword 'really shiny widgets' has performed well in combination with a crisply written ad about shiny really widgets, which clicks through to an excellent page about really shiny widgets. This keyword, in this context, is likely to have a high Quality Score and low Minimum CPC. (It's also pretty likely to convert for you too.)
If you were to take that same keyword 'really shiny widgets' and place it in an Ad Group in which the ad text was about 'rusty nails' and which led to a page about hammers, then you'd likely have a much lower Quality Score - and thus a higher Minimum CPC. (And it would be way less likely to convert, IMO.)
So how you use the keyword in the Ad Group to which you move it matters most.
AWA
I thought "historical keyword performance on Google" was one of the main factors in determining the quality score for an ad and the particular keyword?
Here is what I read on Google Help:
"Quality Score
This is the basis for measuring the quality of your keyword and determining your minimum bid. Quality Score is determined by your keyword's clickthrough rate (CTR) on Google, relevance of your ad text, historical keyword performance on Google, the quality of your ad's landing page, and other relevancy factors."
If I can just move the keyword to a new ad, I feel good about this. However, now you have me concerned that my thinking is incorrect on how the Quality Score is determined and that history has nothing to do with it?
...now you have me concerned that my thinking is incorrect on how the Quality Score is determined and that history has nothing to do with it?
Sorry if I wasn't clear.
"Historical keyword performance on Google" is indeed a factor considered in a keyword's Quality Score. However, the way in which the keywords is used in it's new home is very important.
If a keyword is moved and paired with a better ad/landing page, the Quality Score is likely to go up and Min CPC to go down.
If the keyword is moved and paired with a less targeted ad/landing page, the Quality Score is likely to go down, and the Min CPC to go up.
I have a couple of questions.
1> Do many elements in my good account have a Quality Score(QS)? Meaning do keywords have a QS, do ads have a QS, does the ad group/campaign/account etc all have QSs? Or is it just a combination of keyword-ad?
2> If individual elements do have QS, do they then have a 'history' of their own?
3> Would running a new ad group with the same keywords but better ad copy make more sense? (As google would show the ad with better QS anyway)
4> If campaigns/adgroups etc, do have Quality Scores, would this have an impact on any new ad groups, words, etc.
deep_alley, as another WebmasterWorld member mentioned recently in another thread, precise messaging about some product details can be rather tricky from a competitive perspective.
However, in that same thread I mentioned that we're working towards more and better communications on topics exactly like this one. I can't put a date on it at this point, but in the coming weeks and months I hope to shed more light on the nuances of Quality Score - among other things.
AWA
Cheers
