It's important to think about long-term strategies and compromises that minimize the damage caused to paid search ROI with needless rebuilds.
In golf, there's a phenomenon known as a "member's bounce." Member of posh club strides up to the tee, whacks a ball out of bounds left, yet it kicks right off a bank into the fairway, into perfect position. Guest hits a beautiful drive down the middle, but it catches a hump, kicks forward, and rolls into a water hazard. Advantage, member.
These bounces aren't all luck. History creates a file of deeper knowledge about hidden tricks and hazards. Newcomers have to pay their dues.
Think of your paid search account as a private club where life gets more predictable the more time and money you've put in. Your ads and keyword setup gain increasing familiarity with their environment, causing more favorable bounces as you hone them.
In light of that, why would anyone wreck their campaign history by significantly (or even frequently) rebuilding their account?
Two common types of account disruption are:
On paper, account disruptions are often worth it. But frequent major disruptions cut into the bottom line for four reasons. As such, companies need to think about long-term strategies and compromises that minimize the damage caused to paid search ROI with needless rebuilds and scattergun testing.
The following four problems are created when your account's destination URLs, ad copy, and other key elements are a perpetual construction zone:
By all means, test and fix accounts where needed. The spirit of kaizen should live in your account. Just don't break too much, too often.
Looking to accelerate or consolidate the "Quality Score love" process on an established account that has been extensively rebuilt? Consider tactics like the following:
Some of these tactics may only need to be applied temporarily, depending on your objectives.
In real life, I'm not sure about joining a private golf club. They can be stuffy, and it would get boring playing the same course over and over. But for your paid search ads, familiar territory can often be profitable territory. Beware of the dreaded "Quality Score reset," and other hazards associated with needless disruption of your key campaign elements.
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Goodman is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as program chair for the SES Toronto conference and all told, has spoken or moderated at countless SES events since 2002. His spare time eccentricities include rollerblading without kneepads and naming his Japanese maples. Also in his spare time, he co-founded HomeStars, a consumer review site with aspirations to become "the TripAdvisor for home improvement." He lives in Toronto with his wife Carolyn.
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