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How a bad campaign influences new campaigns in the same AdW account

by BibaD
1 replies
  • SEO
    • |
Hi everybody,

I'm new with adwords and,
for I have just begun to manage a campaign for one of our customers who has got an old campaign with low ctr and low quality score (but many conversions!),
I would like to know if the old campaign would influence the new ones in the same account and how.

Thank you in advance

Benedetta
#account #adw #adwords campaign #bad #campaign #campaigns #ctr #influences #ppc #quality score
  • Profile picture of the author dburk
    Hi Benedetta,

    Yes, old campaigns indeed influence new campaigns in the same account. Your account, your ads, and your keywords all have an earned Quality Scores that determines your final cost for an ad position. AdWords uses your past performance to predict your future performance.

    Here's the first few things AdWords has listed that influence your Quality Scores:
    • Your keyword's expected clickthrough rate (CTR): The expected CTR is based in part on the keyword's past CTR, or how often that keyword led to clicks on your ad
    • Your display URL's past CTR: How often you received clicks with your display URL
    • Your account history: The overall CTR of all the ads and keywords in your account

    Source: https://support.google.com/partners/.../2454010?hl=en

    There are other factors, but they list those factors first because they are indeed the most important.

    The good news is that Quality Scores tend to weight your most recent performance factors more heavily. This means that you can easily rehabilitate poor quality scores on an existing account by improving performance, particularly of your CTR.

    Also, important is your account structure, it will play a major role in influencing CTR and ultimately your account's overall Quality Scores.

    https://www.youtube.com/watch?v=fZU3UA2Grlc
    Signature

    * Get Results - Outsource Your PPC Management |
    *     Don Burk Advertising & Marketing - www.donburk.com

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