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Splitting Low Quality Score Keywords Into New Ad Group?
Posted by on April 7, 2021 at 11:55 amJust looked into my 1 month old campaign and I have only one ad group, with 28 keywords, which half of them are phrase match and half of them are exact match (Didn’t include BMM because It seems they’re redundant to phrase match now, correct me if I’m wrong)
In those 28 keywords I have QS at around 7 and QS around 3, and those keyword with QS 3 they have higher search volume, I’m trying to figure out what’s the logical next step to optimize my campaign, been fiddling with bidding strategies, ad copies etc, then I read somewhere says I should split those low QS keyword into a new ad group and try to get better QS, is that the case here?
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1 Reply
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Quality score is not a KPI you should be optimizing for. Conversion metrics (CVR, CPA, conversion volume), CTR, impression share, are all more important.
Ad relevance can only impact quality score so much. Going from below average to above average will always have just a maximum factor of 2 (one each from below -> average -> above).
28 keywords is quite a bit for a single ad group. You’d be better off trying to find a group of 5-10 similar keywords and splitting all of those out in a separate ad group, regardless of their current QS. Matching to users’ search intent will yield better results.
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