PPC Hacking: AdWords and Quality Score Secrets Revealed

Topic idea. For a long time, I have thought about how undersatnding individual keywords would help in analyzing account performance, and kegative keywords. For example, let’s say that you are bidding on “used cars” using broad match, and you get thousands of search queries, and want to see how the word “buy” performs. analyzing each of the search queries that contin the word “buy” is not only slow, but not helpful. If there was a way to automatically break apart every search query within a campaign/account, into a single word, and then see the performance of each word, you could then discover the value of each, and then take appropriate action (such as blocking them).

Dear Giotto,

First of all compliments to your blog! Really helpfull and insight info.

We are struggling with something in our PPC account.
We have a large account with a good history and average spending over $500.000 per month.

We are running ads for over several years but lately we do experience some issues with new ads we put online.
We recently restructured our campaigns and added a lot of campaigns for our hotel website.
We kept the old campaigns live while we activated the new campaigns (with 60% new ads and 40% the same as the old ads but with better texts and display url’s) with a very high cpc to create a good ctr and high quality score. We did this for 2 weeks and of course as anticipated lost a lot of money. This to build op some history to the old accounts in the expectation that the new campaigns would take over the old one.
After two weeks we put the new campaigns on the conversion optimizer and that momnet the old campaign took over again over the 40% which was the same as the old structure.
The other 60% is marginally shown now and got a very low Quality score (even while the Google system first anticipated it would get a very high Qscore). This leads to a negative self forfilling profecy as the ads are shown on a low position, so low ctr etc etc. This even while the ads and landing pages are better than the old ones.

This all seems that it is almost impossible to expand your current ads as you as it seems history is much more weighted than Google tells you. Our new ads loose from our own but even worse from all the others out there while they are in most cases better more targeted and landingpages are perfect in terms of relevancy.

Can you help us to shine a light on this?

much appreciated.

Best,

Edo