obviously it is easier to achieve the highest ctr and average ctr at the base keyword level. specifically this is one of the highest factors in determining qs. it is also apparent that google takes highly in to consideration your adroup ctr as well. so what if you have a low ctr adgroup in a campaign dragging the campaign average ctr low? does this have a big effect on the performance of the other adgroups in that campaign? how big is this, in your opinion and experiences? so broadening from there, at the account level, it seems nearly impossibly to have all campaigns performing highly, especially with big accounts. so is the average "account ctr" even a factor? if the account level and campaign level ctrs are of significance in qs, then it would be best to create multiple accounts!
QS is evaluated at the account level (sum of all campaigns), Campaign level (sum of all adgroups within an adgroup) creative level (sum of all text ads in an adgroup), keyword level (sum of all keywords in an adgroup) and landing page level (performance of LP combined with creative and keyword). Therefore you want everything running a great as possible, and google wants you to remove any underperforming items, or at least optimize them to a better level. I have a client who had a mix of very good and very bad keywords and adgroups. We created a new account and placed all the underperforming in one account and left only good performing in the original. By the end of the month, CPC dropped by 20% or more. So you can see having a mix of bad performing items can cause you to be paying more per click.
adwords.google.com/support/select/professionals/bin/answer.py?answer=18572 Here are the requirements to become a qualified company. Those are the bare minimums, but I know once you start handling so many millions of clients budgets you are assigned personal reps to do dirty work and answer questions and get problems fixed asap. I have 3 dedicated Google reps from which I can contact.
Great advice Robert. Do Google take into account the CTR for 'content network' when working out QS for the ad group/campaign or do they understand that 'content' will bring down the overall CTR? Based on your post above, I am planning to move my worse performing groups into a new account but wondered if I had to move my 'content' groups too. I already have duplicate groups set up, one for search and one for content, therefore the content ctr's don't bring down the CTR of the search group. But just wondering whether I need to move 'content' groups into their own account. Thanks
You can also open a My Client Centre - don't think you need to be a business to do this but I can't remember. That way you can have several accounts and can access them from one central login. Or through Adwords Editor you can just switch from one account to the next. You can read about it here: https://adwords.google.com.au/support/bin/topic.py?topic=13516 I've also heard of people using different accounts for different types of testing - one account for your good campaigns, one for your testing campaigns etc. The only problem I can see with that strategy is that you tend to get less traffic if your account is new or your CTR/QS isn't great. Not sure if that would then sway your test results. Guess you'd have to test it and see! Jill
I have multiple accounts and am a bit of an A.W.'s Newbie. Google knows about my multiples as they have identical type payment details. No problems whatsoever. The bummer is the $10 fee for each account. The reason I have more than one account is so I can muck about with my campaigns and not effect the QS of the really serious ones that have been professionally standardised and are in another account. Which reminds me, does anyone know the exact code to set up an ad with the title always being boldened no matter what search term is used? Say what? I noticed one of my Google set up campaigns that had this little trick in it but I wanted to double check the specifics as I couldn't figure out the exact secret of it. It goes something like e.g. {Keyword: "Make Big Money"}. This is the input for the ad's title and it seems to work for every single keyword that you use, in this case the campaign name is Make Big Money. So if the searcher types in "Get Rich Quick" and that happens to be one of your keywords then those three words get emphasized in the ad when it is shown. It means that the ad's title is always pronounced looking which invariably boosts CTR. ... so much to learn! D.