Hi all,
My post today covers a less discussed but critical aspect of how pay per click account history can affect the Google Adwords quality score. The ppc account history of your campaigns is the recording of the clicks, costs, CTRs and all other performance factors relating to your ads from the date of inception of your Adwords account to date.
Good targeted and relevant keywords are vital to the healthy performance of any pay per click campaign. Not all keywords are created equal. In a campaign, some keywords outperform the others. It is a publicly discussed fact that poorly performing keywords can bring down the quality score of an otherwise decently performing campaign. The crux of the issue is: Is it wise to delete the poor performers or move those keywords to new ad groups under new ads?