29th Post
Posted 4th March 2009 at 03:44 PM by Zale
dkruglyak wrote: ZaleTabakman wrote: A quick summary of Direct program. 640 Keywords - Each keyword Broad and Exact
7 Different ads. Each for all keywords
Ad1 - feature of solution
ad2 - Focus on customers feeling of stress
ad3 - Focus on the result of using product
ad4 - focus on customer feeling of worry
ad5 - focus on solving practical problem faced by customer
ad6 - Feature Price of product a
ad7 - Feature Price of product b
Zale, how many ad groups do you have?
When you say "each ad for all keywords" it sounds like you put everything into a single ad group or otherwise have very irrelevant keyword / ad matches. You should really break them up and not run every ad for every keyword. Instead pair them up to have your keywords match the ad, landing page and have keywords present in the ad headlines.
Your quality scores are really low. Any QS under 7 indicates a likely problem with campaign structure - relevance of keyword / ad combinations. The goal is to to get QS to 10 over time as you build CTR history.
Yet another problem is that your AdWords account now has history of low CTRs. This means Google will punish any new ads and keywords with low quality score out of the gate.
I suggest deleting your keywords and re-designing the campaign around very tight ad groups - with one or few keywords per each. Consider dedicated landing pages per group too.
Finally, try running Google.com and search partners in separate campaigns.
Hi dkruglyak,
Thank you for your in depth comments.
I think I have addressed everything you are suggesting and I would like to explain why.
BUT if I have missed something or am screwing up in my implementation - LET ME KNOW PLEASE.
I think something got lost in my explanation and that post is a little out of date.
Let me review some stuff relevant to your comments.
(This was in in one of the zillion previous posts. - But I really don't expect anyone to have read every post)
I have 373 Adgroups.
I have a single landing page
(I am doing a direct campaign for a proven product that is relevant and needed by the consumer.)
Each ad group has two keywords in it.
The same keyword - in BROAD and EXACT format.
A total of 758 keywords - 373 unique ones x 2 (Broad and exact)
The Headline for the ad is the Keyword.
I have 10 different ads now running in each adword group.
There are two exceptions to the above rule and update to that post.
(1) When the keyword is a phrase longer than 25 characters, I have adjusted the headline to the keyword.
(2) One of the Ads has a specific headline. The ad looks exactly the same for each keyword phrase.
My QS is 7 for the majority of my ads.
2 groups have a QS of 8
670 of 758 have a QS of 7
10 of the keywords with a QS less than 10 should really be at the 10 level due to relevance.
I have removed the content and the search partners from the campaign. (My next post will provide more details to this)
Zale
7 Different ads. Each for all keywords
Ad1 - feature of solution
ad2 - Focus on customers feeling of stress
ad3 - Focus on the result of using product
ad4 - focus on customer feeling of worry
ad5 - focus on solving practical problem faced by customer
ad6 - Feature Price of product a
ad7 - Feature Price of product b
Zale, how many ad groups do you have?
When you say "each ad for all keywords" it sounds like you put everything into a single ad group or otherwise have very irrelevant keyword / ad matches. You should really break them up and not run every ad for every keyword. Instead pair them up to have your keywords match the ad, landing page and have keywords present in the ad headlines.
Your quality scores are really low. Any QS under 7 indicates a likely problem with campaign structure - relevance of keyword / ad combinations. The goal is to to get QS to 10 over time as you build CTR history.
Yet another problem is that your AdWords account now has history of low CTRs. This means Google will punish any new ads and keywords with low quality score out of the gate.
I suggest deleting your keywords and re-designing the campaign around very tight ad groups - with one or few keywords per each. Consider dedicated landing pages per group too.
Finally, try running Google.com and search partners in separate campaigns.
Hi dkruglyak,
Thank you for your in depth comments.
I think I have addressed everything you are suggesting and I would like to explain why.
BUT if I have missed something or am screwing up in my implementation - LET ME KNOW PLEASE.
I think something got lost in my explanation and that post is a little out of date.
Let me review some stuff relevant to your comments.
(This was in in one of the zillion previous posts. - But I really don't expect anyone to have read every post)
I have 373 Adgroups.
I have a single landing page
(I am doing a direct campaign for a proven product that is relevant and needed by the consumer.)
Each ad group has two keywords in it.
The same keyword - in BROAD and EXACT format.
A total of 758 keywords - 373 unique ones x 2 (Broad and exact)
The Headline for the ad is the Keyword.
I have 10 different ads now running in each adword group.
There are two exceptions to the above rule and update to that post.
(1) When the keyword is a phrase longer than 25 characters, I have adjusted the headline to the keyword.
(2) One of the Ads has a specific headline. The ad looks exactly the same for each keyword phrase.
My QS is 7 for the majority of my ads.
2 groups have a QS of 8
670 of 758 have a QS of 7
10 of the keywords with a QS less than 10 should really be at the 10 level due to relevance.
I have removed the content and the search partners from the campaign. (My next post will provide more details to this)
Zale
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