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Ad rank decreases from 1 to 10 after changing landing page URL !

Discussion in 'Adwords' started by vikiendu, Jul 1, 2015.

  1. vikiendu

    vikiendu Regular Member

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    I don't know it's just me or everybody facing this problem but here is my case:

    At first, I used root domain as landing page and run an Adwords campaign. The QS is around 7-8. My ad rank was at the 1st position for the most competitive KWs (I bid really high).

    After that, I noticed that the bounce rate is too high (70%), so I decided to change the LP from my root domain to an inner page, also, I changed the description line 1 and 2 to make it more compelling.

    The new landing page (inner page) was written with Adwords optimization in mind, besides that it was more informative compared to the old landing page (root domain). In fact, after the change, the QS still remained around 7-8, no significant decrease or increase in QS.

    But the problem was that, my ad rank decreased from 1st to 4th ! Some other KWs decreased from 1st to 10th.

    Is this a normal fluctuation after changing LP ? Will my ad rank re-claim the 1st position again ?

    Notice that, I have not changed the bid, the max CPC still remains high.
     
  2. Jackmack

    Jackmack Junior Member

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    You will reclaim a high ad rank if you get a high CTR with your new ad. Unless of course the adwords algorithm has determined that your new landing page is not as relevant to the keyword being searched as the old one in that event your quality score will be lower and thus you will have to bid even more to get the same ad rank.
     
  3. vikiendu

    vikiendu Regular Member

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    The new LP is more text, more informative, more relevant, higher loading speed...the new QS also proves that.

    But how can I get a high CTR when my main KW ad is pushed to the 10th position ?
     
  4. LucidMarketing

    LucidMarketing Regular Member

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    It sounds like you were running your previous ads for quite a long time. I think you just got used to being in first position.

    Just because you had first position before doesn't mean you will retain it with new ads. There's the QS factor, not just your bid.

    Basically when you have a new ad, the system needs to gather information about it. That is, it needs to figure out how well that new ad will do. So the system will try it at different positions and see what happens.

    I'm sure the algorithm is quite sophisticated (as a software developer, I'd love to take a peak) and figures out a thousand different things to determine your QS, even on a brand new ad.

    You changed the ad. This ad by definition has a different QS than the other. The algo figures out a preliminary QS but needs data to further pin it down. It will not update the QS you see right away. So if you have a few dozen clicks by now, you may see that it is lower.

    You will reclaim first position when the system has enough data to work with and if it determines your ad is better than the competition, that is your QS.