How Deleted Ads Affect Quality Score

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March 12th, 2010 by Laura

How you ever considered what your Quality Score looks like for your PPC account in general and whether it has affected the account throughout the years?

Everything you do now will affect the future score and gaining a good Quality Score will take time. For some it may take just a week but for others it can take much longer. By optimising the PPC account on an ongoing basis you will start to see the benefits of a great Quality Score. In time, costs should drop and the ad will have better placements.

What many people do not realise is that deleted or paused ads will still have an effect on the Quality Score. Both paused or deleted ads and keywords still have an effect and their historical performance can continue to affect the account history long after they are deleted. However it is still recommended to delete those that do not perform well to increase the quality score. This prevents them affecting the quality score and your account history in the future. Over time as other ads gain positive performance history the effect of the deleted keywords and ads will start to diminish and the affect on the quality score will lessen.

It is recommended to delete poor performers rather than to pause them, as they could be resumed by accident. In Adwords for example it is possible to start deleted keywords and ads so beware of that possibility.

If you want to increase the click through rate the keep deleting poor performers and adding new ads.

At Click Consult we can help you manage all your pay per click accounts.

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