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Google Announces New Tool - Use with Extreme Caution

Posted: December 9, 2005

Google has recently announced a new tool for moving and copying keywords and ad text.

At first, this sounds fantastic. However, there is a line that you need to pay close attention to:

It’s worth mentioning that when you move components, your account will treat relocated keywords or ad text as new — so any statistics your keywords or ad text have accrued will not transfer across Ad Groups.

As your average position is determined by CPC (cost per click) x QS (quality score) AND quality score is determined by historical data, then moving keywords for a better account organization could hurt you in the short term.

In the majority of all cases (I said majority, not all) CTRs are regained after time. However this is the shopping season and any reduction in QS over the next few weeks can seriously hurt your total PPC profits.

While it’s a time saver for reorganizing accounts, duplicating ad texts, etc - it should be used with caution. Understand the ramifications of using this tool for short term and long term results.

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Written by Brad Geddes aka eWhisper · Filed Under Blog, Google AdWords

Comments

5 Responses to “Google Announces New Tool - Use with Extreme Caution”

echoterror on December 27th, 2005 10:14 am

is there some way to retain histirical ctrs and cpcs? Can the support teams on request move campaigns between logins?
Brad Geddes on December 31st, 2005 10:16 am

At present there is no way to retain historical CTRs for ad when moving them around a campaign.

However, part of the algo is overall campaign CTR and some other historical info which is retained even when an Ad CTR is lost.
Jezze on January 14th, 2006 1:33 am

Is it a good idea to move keywords that don’t produce impressions and clicks into its own new group?

That way I can write new adverts linking them to those low performing kewords
Brad Geddes on January 14th, 2006 1:03 pm

First, are they not getting impressions because another keyword is showing for the same search?

If so, then you might need to reorganize the bidding so the proper keywords are being shown on a search.

If they’re not getting impressions then first you need to decide why they have no impressions.

If they’re not getting clicks (very different then not getting impression), then I’d move them to their own group and write ads specifically for those keywords.

Proper organization is key to a successful adwords account.
Art on February 1st, 2006 1:56 pm

Hi Brad, do you have any insights on whether the Adwords QS takes overall Campaign CTR (in addition to keyword history) into account for determining CPC?