This has been puzzling me for a while. The scenario is this. I have: 1 Adwords Account 15 Adwords Campaigns. These are for a number of different websites and each is split into seperate Search and Content Campaigns. 5-100 Ad Groups within each Campaign, mainly using only 1 key word per Ad Group Ok. So my questions are these: Will a poorly performing (low CTR) Ad Group impact the Campaign it sits in? ie decrease the quality score, or increase the required bid for the othe Ad Groups in that Campaign? Will a poorly performing Ad Group or Campaign, impact the whole Account in the same way? If this is the case, is it best to delete poorly performing Ad Groups?
the answer is yes. If you have a low QS (quality score) ad-group or campaign, this will effect your adwords account in bad way. Because this is a chain, all the ad-groups, campaigns and the account are connected to each other in the base of QS. Let me make a metaphor. Suppose that one of your ad-group in one of your campaign sucking very low QS! Suppose that the whole adwords account is a human body. This is the beginning of Cancer in a very small part of your body. If you can't stop that cancer, it will spread to a large area and you know what will happen in the end... Try to fix the problem, if you can't fix it, try to hire a Qualified Adwords Professional. Or do the last choice. DELETE!
The Quality Score isn't the only factor that you should be considering when deciding to keep or remove an Adgroup. If you are making a significant profit from the Adgroup, then trading off a tangible benefit for an intangible one may or may not be in your best interests. Look at the numbers - what happens to the average position and clickthrough rate of your account as a whole, if you remove it? Unless it's responsible for a significant percentage of the impressions, and has a very low clickthrough rate, then it often won't make a huge difference...
My Google Search campaigns run at about 1% CTR, but the content network campaigns at 0.01% CTR. So should I ditch the content campaigns. Pity, because even though the CTR is low it's a lot of clicks. Just remember this is a B2B professional services site. Not selling products off the site, so hard to assess value of clicks.
The Content Network has no bearing on your Search Quality Score. Don't turn it off, just to improve your account's CTR...
My understanding is that deleted keywords, ad groups, ads, etc. still impact the quality score. The benefit to pausing/deleting is that it lessens the drag on your account as more data is gathered without the poor performing items.
Your account history affects your quality score. If you've had a low clickthrough rate historically, then it'll hurt you. Deleting keywords won't stop your historical clickthrough rate from being poor. The only way to get rid of a poor history is to kill the account and create a new one. But unless you resolve the problems, you'll soon be back where you started.
Surely that can't be right. Does Google really want people closing and opening accounts all the time?
Probably not. But the alternative is that they don't use the account's history to judge its quality. We are often approached by clients with accounts that have poor historical performance, and we generally just build new ones. In fact, on one occasion when we tried to repair an account, we were advised by our Google Account Manager to delete it and start again as its history was abysmal...
Yes, a poorly performing adgroup will negatively impact your entire campaign, not only that it will drag own your entire account, score. If you cannot improve it delete it. if it is performing poorly, why keep it in the first place?
OK. So what is the easiest way to do this? I have 100s of Ad Groups. Can they be backed up/copied some way and then imported into a new account? Can I use the same email address to open a new account?
I've never done it myself, but I believe you can import and export accounts in Adwords Editor. If not, then you can still create an Excel Spreadsheet with your keywords etc on, and read it in quickly using Adwords Editor...
That depends on your position. Whilst I aim for much higher figures, my guess would be something lower than 5% in first, 4% in second, 3.5% in third, down to 1% in 8th or lower would cause problems. But these are very approximate estimates (for one thing, it depends on whether your advert or others are appearing above the natural search results). But that said, it's a sliding scale. The better your clickthrough rate is, the better your Quality Score will be...
Just advised by Google not to close my account and start again, but to focus on improving QS. Now I'm really confused.