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Re: display url vs. quality score

AdWordsPro.Jordan

steve,

> Is there any other information about this anywhere because it
> seems really vague?

Let me elaborate on what we’ll look at in terms of Display URLs when
determining Quality Score. The main point that I’d stress is that your
Display URL’s historical CTR is considered when determining Quality
Score for minimum bids and ad rank.

This historical CTR is determined by performance across your entire
AdWords account. For example, consider a URL ‘www.domain.com’ that
garnered a 3% CTR in one ad group. Were you to delete that ad group
and then replace it with another ad group using the same visible URL,
that previous 3% CTR would affect the minimum bid for keywords and the
rank of ads in the new ad group.

This aspect of Quality Score, like other relevance factors, is
designed to reward advertisers that have achieved strong performance
across their account and to encourage advertisers with lower URL-level
CTRs to improve the quality and relevance of their ads. That said,
please let me know if there are any aspects of this that are still
unclear and I can try to elaborate more.

AdWordsPro.Jordan

On May 13, 5:15 pm, steve l wrote:

> AdWordsPro,
> It looks like that page you're referring to was recently changed (I
> basically refer to it all the time) to add in thedisplayURLstuff.
> In fact, the old page is still cached in Google's index.  And the
> older version with no reference todisplayURLs is still here:https://adwords.google.com/support/bin/answer.py?answer=6111.  Is
> there any other information about this anywhere because it seems
> really vague.

> i.e. for rankings: what in particular about an ad'sdisplayURLis
> considered?  Whether it contains keywords, the site it belongs to,
> something about CTR?

> for minimum bids what does this mean?
> # The historical CTR of thedisplayURLs in the ad groupDisplayURLs themselves don't have CTRs, whole ads do.  So what kind
> of adjustments are being made?  Is this for accounts that are
> advertising multiple sites - to make sure one site isn't piggybacking
> on the performance of another site?  What exactly was the motivation
> behind this?

> On May 13, 1:41 pm, AdWordsPro.Jordan wrote:

> > earth-friendly,

> > The answer to your first question is that, yes, theDisplayURLcan
> > have an effect on yourQualityScore. However, the effect depends on
> > the context in which yourQualityScoreis being used and in some
> > cases, theDisplayURLis not even considered at all. For more detail
> > on each scenario, I’d suggest reading this article:http://adwords.google.com/support/bin/answer.py?answer=10215.

> > I should mention that it’s often advantageous to include keywords in
> > yourURLsince those terms will be bolded when those keywords are
> > searched upon and this may make your ads more attractive and should
> > help them stand out at the least. To this point, the difference
> > between ‘MyDomain.com/Apple-Juice’ and ‘…/Apple_Juice’ is negligible
> > as we should be able to detect the keyword ‘apple juice’ in either
> > case.

> > This brings up your second question. Simply put, no, the exact page
> > need not exist on your site. Your ad may utilize ‘www.MyDomain.com/
> > Apple-Juice’ as aDisplayURLand then have your DestinationURLread
> > as something like ‘http://www.mydomain.com/juice.php.’This would not
> > require any alteration to your site code, structure or organization
> > and may help to better target your ads.

> > For more acceptable and unacceptable examples ofDisplayURLs, I’d
> > suggest this article:http://adwords.google.com/support/bin/answer.py?answer=91451.

> > AdWordsPro.Jordan

> > On May 12, 7:54 pm, earth-friendly wrote:

> > > Hi. I saw a bunch of posts discussing thedisplayurl, but I didn't
> > > see any that answered the following questions:

> > > - Does thedisplayurlaffect thequalityscore?
> > > example: if one of my ad groups contains the keyword "apple juice",
> > > and my landing page iswww.mydomain.com/juice.php, and I set mydisplayurltowww.mydomain.com/apple-juice, will that give me a
> > > betterqualityscore? (or should it bewww.mydomain.com/apple_juice
> > > ??)

> > > - Does the actualdisplayurlhave to exist on my site?
> > > I understand that thedisplayurlshould have the same domain as the
> > > destinationurl, but in the example above, does the pagewww.mydomain.com/apple-juice
> > > need to exist?
> > > I could make it exist as a redirect towww.mydomain.com/juice.php, but
> > > I've seen negative comments about redirects.
> > > Or, I could create a page with theurlwww.mydomain.com/apple-juice,
> > > and have it be basically a copy ofwww.mydomain.com/juice.php, but
> > > with the keyword "apple juice" optimized on the page. does that make
> > > sense? Would that improve thequalityscore?

> > > My campaign seems to be working somewhat ok now, but the click-thru
> > > rates could certainly stand to be improved, and so could the
> > > positioning of the ads.

> > > Thanks in advance for any advice on these issues!