If keywords with low QS can infect your adgroup or campaign should they be quarantind

HI Guys

Another Newbie Q. If I have an adgroup with good QS keywords eg 10, 9 and 7s and also some 4s and 3s, what is the best strategy? Remove the poor QS words to their own adgroup or move the high QS words to their own group. If the former then they woulds stop dragging down or infecting the high QS terms but then wodl they not suffer due to the lack of good vibes from the high QS terms. If I was to take the high QS words in to their own group would they have to reassert their QS. I have heard of a term 'Peel and Stick'. Which of these tow strategies does this refer to. Peeling the high QS words out and sticking in a new group or peeling the low QS out and sticking a new group?? Your thoughts woudl be most appreciated

 

First of all you don't group keywords according to their QS.

You group them according to relevancy.

A high QS keyword in one ad group can lose it's QS in another group if it's not relevant to the ad.

For the low QS keywords just putting them in a different group is not enough.

Create ad groups (and ads!) that are highly relevant and you will see your QS go up. If users click on your ads a lot your QS will still improve.

As Google takes historical account performance into consideration, the fact that you have low QS keyword will affect others.

It's not something you should worry about as long as you apply the advice I'm giving you - over time things will even out.

 

Thanks for reply.

I have quite a lot of adgroups with relevant ads for each, though I still find some keywords end up with 5s and 4s. IS it better to take these out and put into their own group or if low impressions and low conversions then just pause them?

Your advice seems good. Leave higher QS keywords just where they are, with their well matched ads and take the low performers out and write new ads specifically for them.

Thanks

Any other comments appreciated

 

I think you just answered your own question.

The only thing I would add is that you include the keywords in the headline, ad text and display url.

This increases your relevancy , most of the time. Therefore your QS goes up.

This also tends to make ads more attractive to users. So they are more likely . Users click more - your QS goes up again.

Your QS goes up -> your cost per click reduces.

And everyone is happy.

 

If the impressions are low sometimes a campaign with accelerated delivery helps to boost them a bit.

 

That brings me onto another Q. Which is more important relevancy or CTR (I know the two are linked ie relevant ads are clicked on) eg a) If you have highly relevant but unattractive ads with low ctr or b) less relevant ads ie without keywords repeated in text but well written attractive and high ctr or do these two scenarios just about end up with same QS?

Is CTR more important than relevancy in google's QS algorithm?

 

I always use accelerated delivery to max the number of available impressions as our business (sunglasses ) is seasonal. Is this a sensible approach?

 

CTR is the biggest factor affecting your QS -> it's kind of users voiting for you ad.

It's not about whether it's sensible, it's about whether it brings you desired results.