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How To Overcome A Poor Quality Score History?

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#1 ttw


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Posted 08 July 2010 - 12:18 PM

I am about to take over a long running B2B PPC campaign where 95% of the 231 keywords have QS's of 2 to 4: really terrible! Overall the campaign has performed poorly.

My inclination is to pause that campaign, stop using the client's existing Ad Words account, and set up a new, separate Ad Words account for the client so that my new campaign with reorganized Ad Groups and new ads and new landing pages (but mostly the same keywords) won't have to battle to overcome the poor QS history of the existing campaign.

If I set up my new campaign in the existing Ad Words account I will be fighting to overcome the poor QS history, and that can take a long time: clients hate to wait for good results! Setting up my new campaign in a separate account will avoid that problem.

I called Ad Words support and asked them if my strategy was a good idea. The very perky young lady (why is it that 90% of Ad Words support people seem to be young and very cheerful women?) agreed with me. Her only comment was that the keywords in my new account/campaign, since they won't have any history, will start with the "overall QS of those keywords across all Ad Words users". So if my keywords are typically used very poorly in Google PPC and have a low QS then mine will start with that QS.

However, I'm not too concerned about that since this client's keywords are B2B and pretty well focused and relevant to their products. We're not talking about "buy Viagra!" or "red shoes" here: these keywords are well targeted and relevant to my client's products.

I'm curious to know if others have faced this situation and if my planned approach makes sense.


Edited by ttw, 08 July 2010 - 02:09 PM.

#2 Jill


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Posted 08 July 2010 - 02:46 PM

I don't have much experience with this so I could be wrong, but I believe it works fine to simply start from scratch but continue to use the same account. I believe that's what we did with some accounts and it works out fine with quality scores eventually going up.

But I will defer to those with more Adwords experience if they believe otherwise!

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