If you’re a regular reader of this blog, you’ll know that I admitted something fairly embarrassing yesterday. One of the things I briefly covered in the post was that the impact of regrouping my keywords and rewriting ads for them had a fairly significant impact on my Quality Scores (doubling them on average) versus changing the landing pages (zero).
This post takes a little bit more in depth look into the whys and wherefores. (Whatever a “wherefore” is supposed to be).
Let’s face it; one of the biggest reasons to do anything with your AdWords account is because Google likes it like that. I mean, who among us hasn’t spent huge amounts of time and effort attempting to please Her Fickleness? In my testing, I had 9 keywords grouped together that really needed to be in about 3 Ad Groups but just sort of lumped them together. They were all for the same product from the same company, but the modifiers were different. It’s an obscure product, but the keywords were for a type of product, the quality of a product and reviews of a product. All tangentially connected but three different topics, which Google indicated with Quality Scores of about 3 or 4.
Better Ad Creation
The more concise the grouping of your keywords, the better targeted your ads can be. Writing an ad for a particular quality of a product versus a certain type could end up being the same ad, but with limited room, it’s going to be a stretch. (Well, technically a smush). In addition to the fact that better sorting appears to improve keywords, my research also indicates that the use of keywords in ads may also boost your Quality Scores. (This is a tentative finding and I will do a follow up post with results of an isolated test.)
Landing Page Focus
Depending on your model, you may use a catch all landing page for a particular product, regardless of your ads or keywords, but if you have created different landing pages based on particular qualities of a product or service, better keyword grouping allows for better landing page correlation. If someone is searching for an inexpensive version of a product you offer, having a landing page that features free shipping or highlights that it is the least expensive compared to other options may help with conversions. Whatever your approach, having the ability to target ads to landing pages based on keywords is only going to be helpful.