Accounts feeling crowded? Wondering when enough keywords is enough? It
might be time for an account clean up. This gives you the chance to
look at all of your keywords to see which ones are adding value to the
account and which are just sitting around collecting dust.
A great place to start is by looking at click through rate. Keywords
that have 0% CTR but have accrued impressions could be hurting your
overall account performance. Pausing or deleting these keywords will:
- make account management easier
- help keep keywords competitive in the auction
- improve overall account Quality Score
Using AdWords Editor, it is easy to identify low CTR keywords and
pause/delete them in one fell swoop (it doesn’t matter if you pause or
delete them- the effect is the same). In my experience, accounts with
a high percentage of ‘Poor’ Quality keywords see a noticeable lift in
Quality Score for the remaining keywords after a good scrub.
so this debunks the "long tail" theory that has been used in the
past...my understanding is that you should move these underperforming
long tail words to a separate ad group if you want to try it without
effecting your best performing words....Does that make sense?
> Accounts feeling crowded? Wondering when enough keywords is enough? It
> might be time for an account clean up. This gives you the chance to
> look at all of your keywords to see which ones are adding value to the
> account and which are just sitting around collecting dust.
> A great place to start is by looking at click through rate. Keywords
> that have 0% CTR but have accrued impressions could be hurting your
> overall account performance. Pausing or deleting these keywords will:
> - make account management easier
> - help keep keywords competitive in the auction
> - improve overall account Quality Score
> Using AdWords Editor, it is easy to identify low CTR keywords and
> pause/delete them in one fell swoop (it doesn’t matter if you pause or
> delete them- the effect is the same). In my experience, accounts with
> a high percentage of ‘Poor’ Quality keywords see a noticeable lift in
> Quality Score for the remaining keywords after a good scrub.
> Accounts feeling crowded? Wondering when enough keywords is enough? It
> might be time for an account clean up. This gives you the chance to
> look at all of your keywords to see which ones are adding value to the
> account and which are just sitting around collecting dust.
> A great place to start is by looking at click through rate. Keywords
> that have 0% CTR but have accrued impressions could be hurting your
> overall account performance. Pausing or deleting these keywords will:
> - make account management easier
> - help keep keywords competitive in the auction
> - improve overall account Quality Score
> Using AdWords Editor, it is easy to identify low CTR keywords and
> pause/delete them in one fell swoop (it doesn’t matter if you pause or
> delete them- the effect is the same). In my experience, accounts with
> a high percentage of ‘Poor’ Quality keywords see a noticeable lift in
> Quality Score for the remaining keywords after a good scrub.
Everyone is both right and wrong. There is a keyword level Quality
Score and an account level Quality Score. The account level Quality
Score is essentially an aggregate of the keyword Quality Scores- which
is exactly why the clean up matters. If keywords aren't working for
you, don't let them work against you.
This does bring up the question of the longatil. Is it best to include
hundreds of variations or stick to a core list of keywords? My advice
is only to bite off what you can handle. It doesn't matter where you
put a keyword in an account, its Quality Score will still affect the
overall account. So the key is to keep a watchful eye- if keywords
start accruing a high number of impressions with low CTR, be ready to
pause them. If you find you are letting poor keywords slip through the
cracks, you may need to pare down your account so its easier to
manage. In the end, the best accounts are ones that are full of great
keywords and if that means having fewer of them, so be it.
> I thought that quality score was at the keyword level so it didn’t
> matter if the account had some poor performing keywords. Am I wrong?
> On Sep 23, 6:31 pm, AdWordsPro.Sarah wrote:
> > Accounts feeling crowded? Wondering when enough keywords is enough? It
> > might be time for an account clean up. This gives you the chance to
> > look at all of your keywords to see which ones are adding value to the
> > account and which are just sitting around collecting dust.
> > A great place to start is by looking at click through rate. Keywords
> > that have 0% CTR but have accrued impressions could be hurting your
> > overall account performance. Pausing or deleting these keywords will:
> > - make account management easier
> > - help keep keywords competitive in the auction
> > - improve overall account Quality Score
> > Using AdWords Editor, it is easy to identify low CTR keywords and
> > pause/delete them in one fell swoop (it doesn’t matter if you pause or
> > delete them- the effect is the same). In my experience, accounts with
> > a high percentage of ‘Poor’ Quality keywords see a noticeable lift in
> > Quality Score for the remaining keywords after a good scrub.
"so this debunks the "long tail" theory that has been used in the
past...my understanding is that you should move these underperforming
long tail words to a separate ad group if you want to try it without
effecting your best performing words....Does that make sense?"
This is what is recommended by Yahoo, but appranetly this will work
aganst you on Google.
It really depends on what you mean by "under performing". If you have
keywords with a high cost per conversion, I suggest putting those in
their own campaign so they don't eat the budget of keywords that have
more ROI effective cost per conversions. However, when it comes to
Quality Score, there is no way to "hide" poor keywords. Quality Score
is monitored at the keyword/ad text level and at the account level.
Because it is at the account level, moving keywords to different ad
groups or even different campaigns won't affect the account's overall
Quality Score. So, to answer you question diretcly, moving under
performing keywords to a new ad group won't 'work against you' but it
won't help you either.
If you have keywords that are currently marked as 'Poor' but that you
still want to run on, I would try this: Start by pausing all of the
poor keywords and see if there is a lift in the overall account
performance. If you do find a lift, it indicates that the account
health has improved. With a healthier account, keywords that were
originally 'poor' may now perform better. Slowly try resuming select
keywords and see if the performance turns around. If you don't see any
change and you have exhausted your optimization efforts, I would
delete the keyword(s) from the account.
> "so this debunks the "long tail" theory that has been used in the
> past...my understanding is that you should move these underperforming
> long tail words to a separate ad group if you want to try it without
> effecting your best performing words....Does that make sense?"
> This is what is recommended by Yahoo, but appranetly this will work
> aganst you on Google.
> It really depends on what you mean by "under performing". If you have
> keywords with a high cost per conversion, I suggest putting those in
> their own campaign so they don't eat the budget of keywords that have
> more ROI effective cost per conversions. However, when it comes to
> Quality Score, there is no way to "hide" poor keywords. Quality Score
> is monitored at the keyword/ad text level and at the account level.
> Because it is at the account level, moving keywords to different ad
> groups or even different campaigns won't affect the account's overall
> Quality Score. So, to answer you question diretcly, moving under
> performing keywords to a new ad group won't 'work against you' but it
> won't help you either.
> If you have keywords that are currently marked as 'Poor' but that you
> still want to run on, I would try this: Start by pausing all of the
> poor keywords and see if there is a lift in the overall account
> performance. If you do find a lift, it indicates that the account
> health has improved. With a healthier account, keywords that were
> originally 'poor' may now perform better. Slowly try resuming select
> keywords and see if the performance turns around. If you don't see any
> change and you have exhausted your optimization efforts, I would
> delete the keyword(s) from the account.
> Hope this clears things up,
> AdWordsPro Sarah
> On Sep 25, 7:49 am, dadster wrote:
> > "so this debunks the "long tail" theory that has been used in the
> > past...my understanding is that you should move these underperforming
> > long tail words to a separate ad group if you want to try it without
> > effecting your best performing words....Does that make sense?"
> > This is what is recommended by Yahoo, but appranetly this will work
> > aganst you on Google.
If the keyword has good Quality Score there is no need to remove it
from the account. The affect that a keyword's Quality Score has on the
account Quality Score is proportional to the number of impressions it
has accrued. So, for example, a keyword that has 10,000 impressions
will have a much larger effect on the account Quality Score than a
keyword with 10 impressions. The only thing you want to be careful of
is the combined effect of low volume keywords. A keyword with 'poor'
Quality Score and 10 impressions may not seem like a big deal, but is
you have 100 keywords like this, the impressions start to ad up. My
suggestion is to think about it in terms of time. If a keywords ran
for 6 months and only got a handful of impressions, it is likely that
this keyword will never play a large role in the account's success.
When this is the case, my personal preference is to remove the
keyword.
> What if the keywords are having good QS but still unable to accrue
> impression?
> Should we remove them for account level QS?
> On Sep 26, 12:41 am, AdWordsPro.Sarah wrote:
> > Hi dadster,
> > It really depends on what you mean by "under performing". If you have
> > keywords with a high cost per conversion, I suggest putting those in
> > their own campaign so they don't eat the budget of keywords that have
> > more ROI effective cost per conversions. However, when it comes to
> > Quality Score, there is no way to "hide" poor keywords. Quality Score
> > is monitored at the keyword/ad text level and at the account level.
> > Because it is at the account level, moving keywords to different ad
> > groups or even different campaigns won't affect the account's overall
> > Quality Score. So, to answer you question diretcly, moving under
> > performing keywords to a new ad group won't 'work against you' but it
> > won't help you either.
> > If you have keywords that are currently marked as 'Poor' but that you
> > still want to run on, I would try this: Start by pausing all of the
> > poor keywords and see if there is a lift in the overall account
> > performance. If you do find a lift, it indicates that the account
> > health has improved. With a healthier account, keywords that were
> > originally 'poor' may now perform better. Slowly try resuming select
> > keywords and see if the performance turns around. If you don't see any
> > change and you have exhausted your optimization efforts, I would
> > delete the keyword(s) from the account.
> > Hope this clears things up,
> > AdWordsPro Sarah
> > On Sep 25, 7:49 am, dadster wrote:
> > > "so this debunks the "long tail" theory that has been used in the
> > > past...my understanding is that you should move these underperforming
> > > long tail words to a separate ad group if you want to try it without
> > > effecting your best performing words....Does that make sense?"
> > > This is what is recommended by Yahoo, but appranetly this will work
> > > aganst you on Google.
Define a Good score for Keyword Quality?
All my Keywords have either 6/10 or 7/10
My best performing keyword score is 7/10
My worst performing keyword which has 0 impr also have 6/10
Please explain
> If the keyword has good Quality Score there is no need to remove it
> from the account. The affect that a keyword's Quality Score has on the
> account Quality Score is proportional to the number of impressions it
> has accrued. So, for example, a keyword that has 10,000 impressions
> will have a much larger effect on the account Quality Score than a
> keyword with 10 impressions. The only thing you want to be careful of
> is the combined effect of low volume keywords. A keyword with 'poor'
> Quality Score and 10 impressions may not seem like a big deal, but is
> you have 100 keywords like this, the impressions start to ad up. My
> suggestion is to think about it in terms of time. If a keywords ran
> for 6 months and only got a handful of impressions, it is likely that
> this keyword will never play a large role in the account's success.
> When this is the case, my personal preference is to remove the
> keyword.
> Best,
> AdWordsPro Sarah
> On Sep 26, 3:14 am, Stampede wrote:
> > What if the keywords are having good QS but still unable to accrue
> > impression?
> > Should we remove them for account level QS?
> > On Sep 26, 12:41 am, AdWordsPro.Sarah wrote:
> > > Hi dadster,
> > > It really depends on what you mean by "under performing". If you have
> > > keywords with a high cost per conversion, I suggest putting those in
> > > their own campaign so they don't eat the budget of keywords that have
> > > more ROI effective cost per conversions. However, when it comes to
> > > Quality Score, there is no way to "hide" poor keywords. Quality Score
> > > is monitored at the keyword/ad text level and at the account level.
> > > Because it is at the account level, moving keywords to different ad
> > > groups or even different campaigns won't affect the account's overall
> > > Quality Score. So, to answer you question diretcly, moving under
> > > performing keywords to a new ad group won't 'work against you' but it
> > > won't help you either.
> > > If you have keywords that are currently marked as 'Poor' but that you
> > > still want to run on, I would try this: Start by pausing all of the
> > > poor keywords and see if there is a lift in the overall account
> > > performance. If you do find a lift, it indicates that the account
> > > health has improved. With a healthier account, keywords that were
> > > originally 'poor' may now perform better. Slowly try resuming select
> > > keywords and see if the performance turns around. If you don't see any
> > > change and you have exhausted your optimization efforts, I would
> > > delete the keyword(s) from the account.
> > > Hope this clears things up,
> > > AdWordsPro Sarah
> > > On Sep 25, 7:49 am, dadster wrote:
> > > > "so this debunks the "long tail" theory that has been used in the
> > > > past...my understanding is that you should move these underperforming
> > > > long tail words to a separate ad group if you want to try it without
> > > > effecting your best performing words....Does that make sense?"
> > > > This is what is recommended by Yahoo, but appranetly this will work
> > > > aganst you on Google.
> Accounts feeling crowded? Wondering when enough keywords is enough? It
> might be time for an account clean up. This gives you the chance to
> look at all of your keywords to see which ones are adding value to the
> account and which are just sitting around collecting dust.
> A great place to start is by looking at click through rate. Keywords
> that have 0% CTR but have accrued impressions could be hurting your
> overall account performance. Pausing or deleting these keywords will:
> - make account management easier
> - help keep keywords competitive in the auction
> - improve overall account Quality Score
> Using AdWords Editor, it is easy to identify low CTR keywords and
> pause/delete them in one fell swoop (it doesn’t matter if you pause or
> delete them- the effect is the same). In my experience, accounts with
> a high percentage of ‘Poor’ Quality keywords see a noticeable lift in
> Quality Score for the remaining keywords after a good scrub.
This is great advice, I just downloaded the editor program but the
problem is that I just started my 1st campaign and I have no data
about CTR because nearly all of my keywords are showing poor quality
and my ads won't show because of it. I feel like I'm just banging my
head against the wall at this point. All of my keywords are relevant;
can you please advise?
> A great place to start is by looking at click through rate. Keywords
> that have 0% CTR but have accrued impressions could be hurting your
> overall account performance. Pausing or deleting these keywords will:
> Using AdWords Editor, it is easy to identify low CTR keywords and
> pause/delete them in one fell swoop
is there a way to run a report on keyword quality score or see it in
the Adwords editor (maybe via the API)? For big accounts it is not
possible to look at the QS via the web interface to determine which
keywords to pause/delete.
Thanks
Arian
On Sep 25, 5:41 pm, AdWordsPro.Sarah wrote:
> It really depends on what you mean by "under performing". If you have
> keywords with a high cost per conversion, I suggest putting those in
> their own campaign so they don't eat the budget of keywords that have
> more ROI effective cost per conversions. However, when it comes to
> Quality Score, there is no way to "hide" poor keywords. Quality Score
> is monitored at the keyword/ad text level and at the account level.
> Because it is at the account level, moving keywords to different ad
> groups or even different campaigns won't affect the account's overall
> Quality Score. So, to answer you question diretcly, moving under
> performing keywords to a new ad group won't 'work against you' but it
> won't help you either.
> If you have keywords that are currently marked as 'Poor' but that you
> still want to run on, I would try this: Start by pausing all of the
> poor keywords and see if there is a lift in the overall account
> performance. If you do find a lift, it indicates that the account
> health has improved. With a healthier account, keywords that were
> originally 'poor' may now perform better. Slowly try resuming select
> keywords and see if the performance turns around. If you don't see any
> change and you have exhausted your optimization efforts, I would
> delete the keyword(s) from the account.
> Hope this clears things up,
> AdWordsPro Sarah
> On Sep 25, 7:49 am, dadster wrote:
> > "so this debunks the "long tail" theory that has been used in the
> > past...my understanding is that you should move these underperforming
> > long tail words to a separate ad group if you want to try it without
> > effecting your best performing words....Does that make sense?"
> > This is what is recommended by Yahoo, but appranetly this will work
> > aganst you on Google.- Hide quoted text -
> Accounts feeling crowded? Wondering when enough keywords is enough? It
> might be time for an account clean up. This gives you the chance to
> look at all of your keywords to see which ones are adding value to the
> account and which are just sitting around collecting dust.
> A great place to start is by looking at click through rate. Keywords
> that have 0% CTR but have accrued impressions could be hurting your
> overall account performance. Pausing or deleting these keywords will:
> - make account management easier
> - help keep keywords competitive in the auction
> - improve overall account Quality Score
> Using AdWords Editor, it is easy to identify low CTR keywords and
> pause/delete them in one fell swoop (it doesn’t matter if you pause or
> delete them- the effect is the same). In my experience, accounts with
> a high percentage of ‘Poor’ Quality keywords see a noticeable lift in
> Quality Score for the remaining keywords after a good scrub.
As you may know, we used to break Quality Score down into three
groups, Poor, OK and Great. With the new changes, you can now see a
more granular break down of Quality Score on a scale of 1-10. On this
scale, 1 is the lowest rating, while 10 is the highest. 1-4
corresponds with Poor, 5-7 with OK, and 8-10 with Great.
"My worst performing keyword which has 0 impr also have 6/10. Please
explain "
When keywords have little to no impressions, the Quality Score is
determined by the historical performance of the keyword across the
entire system. This means that if a keyword has typically
underperformed for advertisers, you will start with a lower Quality
Score when you add the keyword to your account. The good news is that
having a strong account Quality Score can help improve low initial
keyword Quality Score which may help in the ramp-up process.
"What is the time period i should wait before i start my cleanup
excercise?"
Its less about time and more about the number of impressions. If a
keyword gets 1500 impressions and no clicks in the first hour it runs,
I would consider pausing or deleting that keyword then. If a keywords
runs for a month and only has 10 impressions (no clicks), its not
hurting the account (unless of course you have hundreds of keywords
like this). As a general rule, you want to keep the percentage of
impressions associated with a poor Quality Score low. If your account
gets thousands of impressions, have a few hundred impressions from a
poor keyword is no big deal. However, if you only get 500 impressions
a day, you need to be more vigilant about removing keyword with
impressions and low Quality Score.
"I just started my 1st campaign and I have no data about CTR because
nearly all of my keywords are showing poor quality and my ads won't
show because of it...All of my keywords are relevant; can you please
advise?"
Again, this has to do with the historical performance of the keyword
across the whole system. For example, many advertisers have tried
advertising on the keyword "buy", but, due to its lack of specificity,
the keyword consistently preforms poorly. As a result, any advertiser
who tries to run on this keyword will start with a poor Quality Score
(which is why, if you search the word 'buy' you will see few to no ads
displayed). When this happens, I suggest modifying the keyword to make
it more specific to your product/service. However, if you feel that
the current keyword is appropriate, you can try increasing your bid to
see if this will increase your impression count.
"Is there a way to run a report on keyword quality score or see it in
the Adwords editor (maybe via the API)?"
Its coming! The plan is to update the Keyword Performance Report to
include Quality Score data. This change will be pushed to the front
end in the next few weeks (cross your fingers) and Editor and API will
follow shortly after.
Best of luck with your sparkling clean accounts!
AdWordsPro Sarah
> Would it trigger an ad? if the matter in the text is as under
> i am coming to bangalore, can you please arrange for my accommodation
> anywhere near the airport
> Thru this technique i will be able to place my ad on more meaningful
> sites/mail
> On Sep 24, 3:31 am, AdWordsPro.Sarah wrote:
> > Accounts feeling crowded? Wondering when enough keywords is enough? It
> > might be time for an account clean up. This gives you the chance to
> > look at all of your keywords to see which ones are adding value to the
> > account and which are just sitting around collecting dust.
> > A great place to start is by looking at click through rate. Keywords
> > that have 0% CTR but have accrued impressions could be hurting your
> > overall account performance. Pausing or deleting these keywords will:
> > - make account management easier
> > - help keep keywords competitive in the auction
> > - improve overall account Quality Score
> > Using AdWords Editor, it is easy to identify low CTR keywords and
> > pause/delete them in one fell swoop (it doesn’t matter if you pause or
> > delete them- the effect is the same). In my experience, accounts with
> > a high percentage of ‘Poor’ Quality keywords see a noticeable lift in
> > Quality Score for the remaining keywords after a good scrub.
Thanks for most of my queries but you missed to reply on this one
Does the following format of keyword work?
"coming to Bangalore" accommodation
The above is a combination of Phrase and Broad
Would it trigger an ad? if the matter in the text is as under
i am coming to bangalore, can you please arrange for my accommodation
anywhere near the airport
Thru this technique i will be able to place my ad on more meaningful
> As you may know, we used to break Quality Score down into three
> groups, Poor, OK and Great. With the new changes, you can now see a
> more granular break down of Quality Score on a scale of 1-10. On this
> scale, 1 is the lowest rating, while 10 is the highest. 1-4
> corresponds with Poor, 5-7 with OK, and 8-10 with Great.
> "My worst performing keyword which has 0 impr also have 6/10. Please
> explain "
> When keywords have little to no impressions, the Quality Score is
> determined by the historical performance of the keyword across the
> entire system. This means that if a keyword has typically
> underperformed for advertisers, you will start with a lower Quality
> Score when you add the keyword to your account. The good news is that
> having a strong account Quality Score can help improve low initial
> keyword Quality Score which may help in the ramp-up process.
> "What is the time period i should wait before i start my cleanup
> excercise?"
> Its less about time and more about the number of impressions. If a
> keyword gets 1500 impressions and no clicks in the first hour it runs,
> I would consider pausing or deleting that keyword then. If a keywords
> runs for a month and only has 10 impressions (no clicks), its not
> hurting the account (unless of course you have hundreds of keywords
> like this). As a general rule, you want to keep the percentage of
> impressions associated with a poor Quality Score low. If your account
> gets thousands of impressions, have a few hundred impressions from a
> poor keyword is no big deal. However, if you only get 500 impressions
> a day, you need to be more vigilant about removing keyword with
> impressions and low Quality Score.
> "I just started my 1st campaign and I have no data about CTR because
> nearly all of my keywords are showing poor quality and my ads won't
> show because of it...All of my keywords are relevant; can you please
> advise?"
> Again, this has to do with the historical performance of the keyword
> across the whole system. For example, many advertisers have tried
> advertising on the keyword "buy", but, due to its lack of specificity,
> the keyword consistently preforms poorly. As a result, any advertiser
> who tries to run on this keyword will start with a poor Quality Score
> (which is why, if you search the word 'buy' you will see few to no ads
> displayed). When this happens, I suggest modifying the keyword to make
> it more specific to your product/service. However, if you feel that
> the current keyword is appropriate, you can try increasing your bid to
> see if this will increase your impression count.
> "Is there a way to run a report on keyword quality score or see it in
> the Adwords editor (maybe via the API)?"
> Its coming! The plan is to update the Keyword Performance Report to
> include Quality Score data. This change will be pushed to the front
> end in the next few weeks (cross your fingers) and Editor and API will
> follow shortly after.
> Best of luck with your sparkling clean accounts!
> AdWordsPro Sarah
> On Sep 30, 11:07 am, dewan wrote:
> > Does the following format of keyword work?
> > "coming to Bangalore" accommodation
> > The above is a combination of Phrase and Broad
> > Would it trigger an ad? if the matter in the text is as under
> > i am coming to bangalore, can you please arrange for my accommodation
> > anywhere near the airport
> > Thru this technique i will be able to place my ad on more meaningful
> > > Accounts feeling crowded? Wondering when enough keywords is enough? It
> > > might be time for an account clean up. This gives you the chance to
> > > look at all of your keywords to see which ones are adding value to the
> > > account and which are just sitting around collecting dust.
> > > A great place to start is by looking at click through rate. Keywords
> > > that have 0% CTR but have accrued impressions could be hurting your
> > > overall account performance. Pausing or deleting these keywords will:
> > > - make account management easier
> > > - help keep keywords competitive in the auction
> > > - improve overall account Quality Score
> > > Using AdWords Editor, it is easy to identify low CTR keywords and
> > > pause/delete them in one fell swoop (it doesn’t matter if you pause or
> > > delete them- the effect is the same). In my experience, accounts with
> > > a high percentage of ‘Poor’ Quality keywords see a noticeable lift in
> > > Quality Score for the remaining keywords after a good scrub.
You must chose one match type per keyword. So, looking at your
example, I would use the keyword "coming to bangalore" as a phrase
match keyword. This keyword is eligible to show on the phrase 'coming
to bangalore accommodation' as well as the more lengthy phrase 'I am
coming to bangalore can you please arrange for my accommodation
anywhere near the airport'.
> Thanks for most of my queries but you missed to reply on this one
> Does the following format of keyword work?
> "coming to Bangalore" accommodation
> The above is a combination of Phrase and Broad
> Would it trigger an ad? if the matter in the text is as under
> i am coming to bangalore, can you please arrange for my accommodation
> anywhere near the airport
> Thru this technique i will be able to place my ad on more meaningful
> On Oct 1, 11:09 pm, AdWordsPro.Sarah wrote:
> > Hi Everyone,
> > Great questions. Lets take it from the top:
> > "Define a Good score for Keyword Quality?"
> > As you may know, we used to break Quality Score down into three
> > groups, Poor, OK and Great. With the new changes, you can now see a
> > more granular break down of Quality Score on a scale of 1-10. On this
> > scale, 1 is the lowest rating, while 10 is the highest. 1-4
> > corresponds with Poor, 5-7 with OK, and 8-10 with Great.
> > "My worst performing keyword which has 0 impr also have6/10. Please
> > explain "
> > When keywords have little to no impressions, the Quality Score is
> > determined by the historical performance of the keyword across the
> > entire system. This means that if a keyword has typically
> > underperformed for advertisers, you will start with a lower Quality
> > Score when you add the keyword to your account. The good news is that
> > having a strong account Quality Score can help improve low initial
> > keyword Quality Score which may help in the ramp-up process.
> > "What is the time period i should wait before i start my cleanup
> > excercise?"
> > Its less about time and more about the number of impressions. If a
> > keyword gets 1500 impressions and no clicks in the first hour it runs,
> > I would consider pausing or deleting that keyword then. If a keywords
> > runs for a month and only has 10 impressions (no clicks), its not
> > hurting the account (unless of course you have hundreds of keywords
> > like this). As a general rule, you want to keep the percentage of
> > impressions associated with a poor Quality Score low. If your account
> > gets thousands of impressions, have a few hundred impressions from a
> > poor keyword is no big deal. However, if you only get 500 impressions
> > a day, you need to be more vigilant about removing keyword with
> > impressions and low Quality Score.
> > "I just started my 1st campaign and I have no data about CTR because
> > nearly all of my keywords are showing poor quality and my ads won't
> > show because of it...All of my keywords are relevant; can you please
> > advise?"
> > Again, this has to do with the historical performance of the keyword
> > across the whole system. For example, many advertisers have tried
> > advertising on the keyword "buy", but, due to its lack of specificity,
> > the keyword consistently preforms poorly. As a result, any advertiser
> > who tries to run on this keyword will start with a poor Quality Score
> > (which is why, if you search the word 'buy' you will see few to no ads
> > displayed). When this happens, I suggest modifying the keyword to make
> > it more specific to your product/service. However, if you feel that
> > the current keyword is appropriate, you can try increasing your bid to
> > see if this will increase your impression count.
> > "Is there a way to run a report on keyword quality score or see it in
> > the Adwords editor (maybe via the API)?"
> > Its coming! The plan is to update the Keyword Performance Report to
> > include Quality Score data. This change will be pushed to the front
> > end in the next few weeks (cross your fingers) and Editor and API will
> > follow shortly after.
> > Best of luck with your sparkling clean accounts!
> > AdWordsPro Sarah
> > On Sep 30, 11:07 am, dewan wrote:
> > > Does the following format of keyword work?
> > > "coming to Bangalore" accommodation
> > > The above is a combination of Phrase and Broad
> > > Would it trigger an ad? if the matter in the text is as under
> > > i am coming to bangalore, can you please arrange for my accommodation
> > > anywhere near the airport
> > > Thru this technique i will be able to place my ad on more meaningful
> > > > Accounts feeling crowded? Wondering when enough keywords is enough? It
> > > > might be time for an account clean up. This gives you the chance to
> > > > look at all of your keywords to see which ones are adding value to the
> > > > account and which are just sitting around collecting dust.
> > > > A great place to start is by looking at click through rate. Keywords
> > > > that have 0% CTR but have accrued impressions could be hurting your
> > > > overall account performance. Pausing or deleting these keywords will:
> > > > - make account management easier
> > > > - help keep keywords competitive in the auction
> > > > - improve overall account Quality Score
> > > > Using AdWords Editor, it is easy to identify low CTR keywords and
> > > > pause/delete them in one fell swoop (it doesn’t matter if you pause or
> > > > delete them- the effect is the same). In my experience, accounts with
> > > > a high percentage of ‘Poor’ Quality keywords see a noticeable lift in
> > > > Quality Score for the remaining keywords after a good scrub.
> You must chose one match type per keyword. So, looking at your
> example, I would use the keyword "coming to bangalore" as a phrase
> match keyword. This keyword is eligible to show on the phrase 'coming
> to bangalore accommodation' as well as the more lengthy phrase 'I am
> coming to bangalore can you please arrange for my accommodation
> anywhere near the airport'.
> Best,
> AdWordsPro Sarah
> On Oct 2, 1:01 am, dewan wrote:
> > Thanks for most of my queries but you missed to reply on this one
> > Does the following format of keyword work?
> > "coming to Bangalore" accommodation
> > The above is a combination of Phrase and Broad
> > Would it trigger an ad? if the matter in the text is as under
> > i am coming to bangalore, can you please arrange for my accommodation
> > anywhere near the airport
> > Thru this technique i will be able to place my ad on more meaningful
> > On Oct 1, 11:09 pm, AdWordsPro.Sarah wrote:
> > > Hi Everyone,
> > > Great questions. Lets take it from the top:
> > > "Define a Good score for Keyword Quality?"
> > > As you may know, we used to break Quality Score down into three
> > > groups, Poor, OK and Great. With the new changes, you can now see a
> > > more granular break down of Quality Score on a scale of 1-10. On this
> > > scale, 1 is the lowest rating, while 10 is the highest. 1-4
> > > corresponds with Poor, 5-7 with OK, and 8-10 with Great.
> > > "My worst performing keyword which has 0 impr also have6/10. Please
> > > explain "
> > > When keywords have little to no impressions, the Quality Score is
> > > determined by the historical performance of the keyword across the
> > > entire system. This means that if a keyword has typically
> > > underperformed for advertisers, you will start with a lower Quality
> > > Score when you add the keyword to your account. The good news is that
> > > having a strong account Quality Score can help improve low initial
> > > keyword Quality Score which may help in the ramp-up process.
> > > "What is the time period i should wait before i start my cleanup
> > > excercise?"
> > > Its less about time and more about the number of impressions. If a
> > > keyword gets 1500 impressions and no clicks in the first hour it runs,
> > > I would consider pausing or deleting that keyword then. If a keywords
> > > runs for a month and only has 10 impressions (no clicks), its not
> > > hurting the account (unless of course you have hundreds of keywords
> > > like this). As a general rule, you want to keep the percentage of
> > > impressions associated with a poor Quality Score low. If your account
> > > gets thousands of impressions, have a few hundred impressions from a
> > > poor keyword is no big deal. However, if you only get 500 impressions
> > > a day, you need to be more vigilant about removing keyword with
> > > impressions and low Quality Score.
> > > "I just started my 1st campaign and I have no data about CTR because
> > > nearly all of my keywords are showing poor quality and my ads won't
> > > show because of it...All of my keywords are relevant; can you please
> > > advise?"
> > > Again, this has to do with the historical performance of the keyword
> > > across the whole system. For example, many advertisers have tried
> > > advertising on the keyword "buy", but, due to its lack of specificity,
> > > the keyword consistently preforms poorly. As a result, any advertiser
> > > who tries to run on this keyword will start with a poor Quality Score
> > > (which is why, if you search the word 'buy' you will see few to no ads
> > > displayed). When this happens, I suggest modifying the keyword to make
> > > it more specific to your product/service. However, if you feel that
> > > the current keyword is appropriate, you can try increasing your bid to
> > > see if this will increase your impression count.
> > > "Is there a way to run a report on keyword quality score or see it in
> > > the Adwords editor (maybe via the API)?"
> > > Its coming! The plan is to update the Keyword Performance Report to
> > > include Quality Score data. This change will be pushed to the front
> > > end in the next few weeks (cross your fingers) and Editor and API will
> > > follow shortly after.
> > > Best of luck with your sparkling clean accounts!
> > > AdWordsPro Sarah
> > > On Sep 30, 11:07 am, dewan wrote:
> > > > Does the following format of keyword work?
> > > > "coming to Bangalore" accommodation
> > > > The above is a combination of Phrase and Broad
> > > > Would it trigger an ad? if the matter in the text is as under
> > > > i am coming to bangalore, can you please arrange for my accommodation
> > > > anywhere near the airport
> > > > Thru this technique i will be able to place my ad on more meaningful
> > > > > Accounts feeling crowded? Wondering when enough keywords is enough? It
> > > > > might be time for an account clean up. This gives you the chance to
> > > > > look at all of your keywords to see which ones are adding value to the
> > > > > account and which are just sitting around collecting dust.
> > > > > A great place to start is by looking at click through rate. Keywords
> > > > > that have 0% CTR but have accrued impressions could be hurting your
> > > > > overall account performance. Pausing or deleting these keywords will:
> > > > > - make account management easier
> > > > > - help keep keywords competitive in the auction
> > > > > - improve overall account Quality Score
> > > > > Using AdWords Editor, it is easy to identify low CTR keywords and
> > > > > pause/delete them in one fell swoop (it doesn’t matter if you pause or
> > > > > delete them- the effect is the same). In my experience, accounts with
> > > > > a high percentage of ‘Poor’ Quality keywords see a noticeable lift in
> > > > > Quality Score for the remaining keywords after a good scrub.
Speaking about Keyword Impressions I want to ask about the display ad
variations.
I have 6 variations of display adverts running and google seems to be
choosing which to display.
Shouldn't all these calculations regarding keyword impressions and CTR
also take into consideration which
ad google is displaying out of my 6 ?
So, I have 'wedding video sydney' which is not performing. Maybe it's
not performing because Google is displaying
one of my worst ads for that keyword (Out of the 6 I have). So how do
I know in actual fact that it's the keyword that needs work
and not the bad display advertisement? (Or both)
All in all, keywords are strongly linked to the ad displayed right?
Unless of course you only have 1 display ad and then the obvious
offender
can only be the keyword. But when you have lots of ad variations? Then
what?
> If the keyword has good Quality Score there is no need to remove it
> from the account. The affect that a keyword's Quality Score has on the
> account Quality Score is proportional to the number of impressions it
> has accrued. So, for example, a keyword that has 10,000 impressions
> will have a much larger effect on the account Quality Score than a
> keyword with 10 impressions. The only thing you want to be careful of
> is the combined effect of low volume keywords. A keyword with 'poor'
> Quality Score and 10 impressions may not seem like a big deal, but is
> you have 100 keywords like this, the impressions start to ad up. My
> suggestion is to think about it in terms of time. If a keywords ran
> for 6 months and only got a handful of impressions, it is likely that
> this keyword will never play a large role in the account's success.
> When this is the case, my personal preference is to remove the
> keyword.
> Best,
> AdWordsPro Sarah
> On Sep 26, 3:14 am, Stampede wrote:
> > What if the keywords are having good QS but still unable to accrue
> > impression?
> > Should we remove them for account level QS?
> > On Sep 26, 12:41 am, AdWordsPro.Sarah wrote:
> > > Hi dadster,
> > > It really depends on what you mean by "under performing". If you have
> > > keywords with a high cost per conversion, I suggest putting those in
> > > their own campaign so they don't eat the budget of keywords that have
> > > more ROI effective cost per conversions. However, when it comes to
> > > Quality Score, there is no way to "hide" poor keywords. Quality Score
> > > is monitored at the keyword/ad text level and at the account level.
> > > Because it is at the account level, moving keywords to different ad
> > > groups or even different campaigns won't affect the account's overall
> > > Quality Score. So, to answer you question diretcly, moving under
> > > performing keywords to a new ad group won't 'work against you' but it
> > > won't help you either.
> > > If you have keywords that are currently marked as 'Poor' but that you
> > > still want to run on, I would try this: Start by pausing all of the
> > > poor keywords and see if there is a lift in the overall account
> > > performance. If you do find a lift, it indicates that the account
> > > health has improved. With a healthier account, keywords that were
> > > originally 'poor' may now perform better. Slowly try resuming select
> > > keywords and see if the performance turns around. If you don't see any
> > > change and you have exhausted your optimization efforts, I would
> > > delete the keyword(s) from the account.
> > > Hope this clears things up,
> > > AdWordsPro Sarah
> > > On Sep 25, 7:49 am, dadster wrote:
> > > > "so this debunks the "long tail" theory that has been used in the
> > > > past...my understanding is that you should move these underperforming
> > > > long tail words to a separate ad group if you want to try it without
> > > > effecting your best performing words....Does that make sense?"
> > > > This is what is recommended by Yahoo, but appranetly this will work
> > > > aganst you on Google.- Hide quoted text -
Assuming that all six ad variations are in the same ad group, which ad
is displayed is not determined by the keyword, but by which ad
variation has performed better in the past.
For example, all things being equal, the AdWords system will choose to
show the variation that has the highest Quality Score (heavily
weighted by CTR). The system also tends to bias older ad variations
because it's had more time to build up history.
One way to evaluate the effectiveness of an ad variation is to look at
the 'Ad Variation' tab in the ad group and compare the ads' CTR (which
version is most interesting to users) and conversion statistics (Which
version leads to more relative conversions? Which version meets my CPA
goals?) if you've got conversion tracking set up. Then, pause or
delete the versions that aren't working as well as the others.
If you're trying to test out different versions, you can set your ads
to rotate evenly (the option is found in Campaign Settings). This
means that each ad variation will have an equal chance of entering
into the auction. Ads with lower Qualitiy Scores might not show, but
you should be able to get more evenly distributed data with this
setting during your test.
> Speaking about Keyword Impressions I want to ask about the display ad
> variations.
> I have 6 variations of display adverts running and google seems to be
> choosing which to display.
> Shouldn't all these calculations regarding keyword impressions and CTR
> also take into consideration which
> ad google is displaying out of my 6 ?
> So, I have 'wedding video sydney' which is not performing. Maybe it's
> not performing because Google is displaying
> one of my worst ads for that keyword (Out of the 6 I have). So how do
> I know in actual fact that it's the keyword that needs work
> and not the bad display advertisement? (Or both)
> All in all, keywords are strongly linked to the ad displayed right?
> Unless of course you only have 1 display ad and then the obvious
> offender
> can only be the keyword. But when you have lots of ad variations? Then
> what?
> -Frank
> On Sep 27, 3:36 am, AdWordsPro.Sarah wrote:
> > Hi Stampede,
> > If the keyword has good Quality Score there is no need to remove it
> > from the account. The affect that a keyword's Quality Score has on the
> > account Quality Score is proportional to the number of impressions it
> > has accrued. So, for example, a keyword that has 10,000 impressions
> > will have a much larger effect on the account Quality Score than a
> > keyword with 10 impressions. The only thing you want to be careful of
> > is the combined effect of low volume keywords. A keyword with 'poor'
> > Quality Score and 10 impressions may not seem like a big deal, but is
> > you have 100 keywords like this, the impressions start to ad up. My
> > suggestion is to think about it in terms of time. If a keywords ran
> > for 6 months and only got a handful of impressions, it is likely that
> > this keyword will never play a large role in the account's success.
> > When this is the case, my personal preference is to remove the
> > keyword.
> > Best,
> > AdWordsPro Sarah
> > On Sep 26, 3:14 am, Stampede wrote:
> > > What if the keywords are having good QS but still unable to accrue
> > > impression?
> > > Should we remove them for account level QS?
> > > On Sep 26, 12:41 am, AdWordsPro.Sarah wrote:
> > > > Hi dadster,
> > > > It really depends on what you mean by "under performing". If you have
> > > > keywords with a high cost per conversion, I suggest putting those in
> > > > their own campaign so they don't eat the budget of keywords that have
> > > > more ROI effective cost per conversions. However, when it comes to
> > > > Quality Score, there is no way to "hide" poor keywords. Quality Score
> > > > is monitored at the keyword/ad text level and at the account level.
> > > > Because it is at the account level, moving keywords to different ad
> > > > groups or even different campaigns won't affect the account's overall
> > > > Quality Score. So, to answer you question diretcly, moving under
> > > > performing keywords to a new ad group won't 'work against you' but it
> > > > won't help you either.
> > > > If you have keywords that are currently marked as 'Poor' but that you
> > > > still want to run on, I would try this: Start by pausing all of the
> > > > poor keywords and see if there is a lift in the overall account
> > > > performance. If you do find a lift, it indicates that the account
> > > > health has improved. With a healthier account, keywords that were
> > > > originally 'poor' may now perform better. Slowly try resuming select
> > > > keywords and see if the performance turns around. If you don't see any
> > > > change and you have exhausted your optimization efforts, I would
> > > > delete the keyword(s) from the account.
> > > > Hope this clears things up,
> > > > AdWordsPro Sarah
> > > > On Sep 25, 7:49 am, dadster wrote:
> > > > > "so this debunks the "long tail" theory that has been used in the
> > > > > past...my understanding is that you should move these underperforming
> > > > > long tail words to a separate ad group if you want to try it without
> > > > > effecting your best performing words....Does that make sense?"
> > > > > This is what is recommended by Yahoo, but appranetly this will work
> > > > > aganst you on Google.- Hide quoted text -
Is the performance of a Keyword dictated by how many times your ad is
displayed?
Or by how many times people click on it?
As an example, the keywords 'wedding video sydney'.
If hundreds of people type that in and my ad is never showing that
means that my ad must have a low quality score, right?
This part I understand.
What I don't understand is this. If my keyword 'wedding video sydney' -
IS- displayed but nobody clicks my Ad because lets say,
the Ad variation is using my bad adverts and not my good ones, then
how is this detrimental to the -keyword-? Or is isn't it?
Surely, in this case the keyword is good but the advertisement itself
is not good because nobody is clicking it. In a case like this,
would Google blame the keyword as being bad or blame the advertisement
for being bad?
Actually I'll rephrase. Lets say for example I only have 1 display ad
and no ad variations. Just 1 simple ad.
Lets say the keyword gets displayed every single time someone does a
search and nobody ever clicks the ad. Does google blame
the keyword or the ad or both?
> Assuming that all six ad variations are in the same ad group, which ad
> is displayed is not determined by the keyword, but by which ad
> variation has performed better in the past.
