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Thread: Quality Score / Google Adwords
Quality Score / Google Adwords
user name
 2006-10-10 19:10:15 
I have been asked to "update" a Google Adwords
campaign for a client,
which has been running for at least 6 months.

At the moment it only has one campaign, with many groups
under this one
campaign.

What I intend to do is set up at least 6 separate campaigns
(within the
existing account), with several groups each. I will still be
using many
of the keywords that are in the existing campaign, but they
will now be
far more tightly focussed in separate groups.

This should give me more control over the daily budget for
each
campaign (and any other campaign settings), and, as the
groups will now
be far more targetted, I hope to be able to write more
"keyword"
relevant adverts, and direct these adverts to very
"relevant" landing
pages.

My question is. Am I right in thinking that I will initially
lose the
"historical" quality score that has been built up
on the existing
keywords, but that with the new tightly focussed
campaigns/groups/adverts I should get this back pretty
quickly?


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Quality Score / Google Adwords
user name
 2006-10-10 20:23:46 

  


  

    Yes Jane, but you don't have to turn the old campaign off. You can let your "old" campaign continue running in tandem with your new campaigns while Google memorizes your new campaigns performance system-wide. That way the built up historical quality of your campaign doesn't stop working for you. Then gradually phase out the old campaign as it becomes less useful.


All the best,

Tyler West | CampaignForge

On 10/10/06, JVS < janevsalkeldbtconnect.com">janevsalkeldbtconnect.com
> wrote:

I have been asked to "update" a Google Adwords campaign for a client,

which has been running for at least 6 months.

At the moment it only has one campaign, with many groups under this one
campaign.

What I intend to do is set up at least 6 separate campaigns (within the

existing account), with several groups each. I will still be using many
of the keywords that are in the existing campaign, but they will now be
far more tightly focussed in separate groups.

This should give me more control over the daily budget for each

campaign (and any other campaign settings), and, as the groups will now
be far more targetted, I hope to be able to write more "keyword"
relevant adverts, and direct these adverts to very "relevant" landing

pages.

My question is. Am I right in thinking that I will initially lose the
"historical&quot; quality score that has been built up on the existing
keywords, but that with the new tightly focussed

campaigns/groups/adverts I should get this back pretty quickly?






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    Quality Score / Google Adwords
  


  

     user name

     2006-10-10 21:26:31
  


  

    
Many thanks Tyler. As I am using a lot of the existing
keywords from
the old campaign in the new campaign, how will Adwords
decide which
advert to show if I leave the old campaign running? (excuse
me if I am
being particularly thick on this one!)


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    Quality Score / Google Adwords
  


  

     user name

     2006-10-10 21:53:26
  


  

    
When there is keyword overlap, Google seems to try to assign
the ad to
the keyword with the highest quality score (which includes
bid and
historical CTR but may also include a predictive score based
on ads and
landing pages - it's anyone's guess as to the exact
formula).

In the old days there was generally some "leakage"
so you'd see a
couple of clicks assigned to a lower-bid keyword over the
higher-bid
one, even where CTR was roughly comparable.

But yes this phase-in method does seem to be one way to go
about this.
It's likely that some account-wide history may carry over to
your
current keywords or moved keywords, in a way that this
didn't in the
past.... IMHO. Account history data might be one piece of
data they
look at. And some assessments may be manual, meaning that
you are
potentially, in part, being rated on naughty-or-nice scales
in addition
to the algorithmic factors. So let's hope your client's not
been
naughty.


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    Quality Score / Google Adwords
  


  

     user name

     2006-10-10 22:13:15
  


  

    

  


  

    Good question. Adwords will decide which ads show based on historical performance. The idea is, your old campaigns have not outlived their usefulness until
your new campaigns catch up to them performance wise. To do that, Google needs time to collect some data on your new campaigns.

In my experience you can largely depend on Google to phase out your old campaign for you. Once you activate your new campaigns, Google will automatically begin testing new ads/campaigns/kewords against old ones, where there is overlap. 


In the beginning, ads in your old campaigns will get priority because of the historical reliability of their performance, built up over time. And you want to ride out the accumulated reputation of your old campaigns until Google can prove your new ones are better. As Google has time to weigh your new campaigns' performance against your old ones, you'll notice your old ads displaying less and less. 


Once Google has enough data to build an accurate picture of your new campaigns performance (typically after a month for medium sized campaigns), your old ads will all but stop displaying. At which point you'll want to retire your old campaign completely because at that point they'll be degrading from, not adding to, your overall results.



Tyler West | CampaignForge




On 10/10/06, JVS < janevsalkeldbtconnect.com">janevsalkeldbtconnect.com> wrote:


Many thanks Tyler. As I am using a lot of the existing keywords from
the old campaign in the new campaign, how will Adwords decide which

advert to show if I leave the old campaign running? (excuse me if I am
being particularly thick on this one!)






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    Quality Score / Google Adwords
  


  

     user name

     2006-10-10 22:14:28
  


  

    
No naughty-ness that I know of, and as our company also
built the site
and maintains it I think we should be safe. Maintaining the
site also
gives us the ability to write landing pages, and get them up
on the
site quickly, that match the keyword groups/adverts closely
(which I am
hoping will help the QS). It's also good to know that some
of the
account history may carry over.

It sounds like this phase-in method will be worth trying.
Thanks for
the information - as without it I would have just stopped
the old
campaign and started the new one.


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    Quality Score / Google Adwords
  


  

     user name

     2006-10-10 22:31:54
  


  

    
Your detailed explanations have been extremely useful. Loads
for me to
test and practise with now...


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    Quality Score / Google Adwords
  


  

     user name

     2006-10-14 02:18:53
  


  

    

  


  

    
I agree with Andrew.&nbsp; When there is keyword overlap, Google serves the ad for
the keyword with the highest bid and historical CTR.
 ;


Another solution can be to take advantage of day parting.&nbsp; Replace the new campaign for few hours a day for a month and gradually increase its share until it creates a commanding history.&nbsp; Then switch to the new campaign all together.

 


Cheers,


&nbsp;


Nima
 


On 10/10/06, JVS < janevsalkeldbtconnect.com">janevsalkeldbtconnect.com> wrote:


Your detailed explanations have been extremely useful. Loads for me to
test and practise with now...






-- 
Nima Asrar Haghighi
H: 416-225-4837
C: 416-890-0923
http://neo-nima.blogspot.com

&quot;Nice guys may appear to finish last, but usually they are running in a different race" - Ken Blanchard 


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