Learned a lesson about PPC on google today. You need to be careful what you ask for because you just might get it. I “improved” my ads to better meet googles guidelines and made them much less specific. Basically changed my title to read what ever the keyword was, then tried to be more specific in my ad text. It was a success.. it definitly improved my quality score and tons of my keywords became active. Sweet right ? No not really.
It was a total mess.. lots of clicks but because of my 40,000 keywords less than 500 are exactly what I offer I had no conversions.
I switched my ads back to the effective but “lower quality” ones that were converting quite nicely. I’ll have to find another way to increase my quality score. I am running some experiments right now to try and isolate how various changes affect quality score so I should clear it up soon enough.
One things for sure though.. don’t increase quality score at the expense of the quality of the traffic. Thats expensive !
Ouch..
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I hear you. It’s great being able to see QS now though. Your best bet is to sit down in your adwords account and create as many different adgroups so you can tailor each creative individually. Your QS will increase, your ads will be more specific and you will get less non qualified clicks.
Time consuming, but a requirement for a successful campaign.
Thanks for the tip Dave !