Question

Is it better to rebuild the campaign OR edit the existing campaign? I have a campaign running for 1 month with 3 leads. I rebuilt the ad group structure, keywords and ad copy in google sheets. IF I rebuild, would this set me back?  

Answer 1

Pause and create new campaign. Fixed. Always have the old data and new !  

Comments

I like this idea as well, then I can compare the difference. The campaign is only been running for 1 month, so its not a big deal

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@scibert you’ll learn that simply it won’t matter but will make you feel good. Meaning look at your top keywords and start with them.  

Answer 2

For every rebuild, you will not have empirical data directly tied to the campaign. If your other campaigns aren't producing very well, there really isn't a setback, is there? Whether to rebuild or edit would be based on how sound you think the fundamentals of the campaigns are. One issue I see often is that managers over-complicate simple campaigns. I use a more Occam's Razor style of management. I start as simple as makes sense and then expand the account as the data directs.  

Comments

Thanks, Jason, makes sense!  

Answer 3

Questions like this drive me nuts. If you consider a rebuild based on conversions alone, then you don’t understand much about marketing. Internet marketing is a funnel. 1 failed step can ruin an entire campaign. It’s your job to find where a campaign is failing & fix it. - Are you competing for the right keywords at the right time & right location? - Are you capturing enough demand? - Is your offer strong compared to competitors? - LANDING PAGES — Does the page “satisfy the search” from various angles. — any technical problems? (load or rendering) — Did you build trust? (badges/reviews/non-stock images) — Did you reinforce value? (Does the user feel like they’re getting a deal? ) — Are CTAs easy to identify & interact with? (tap to call? Simple web forms) Main ratio you should track: Click/conversion. Start with a desired lead cost. Say $100. If avg. CPC is ~$20 each, you MUST earn a conversion every 5 clicks. Then work backwards to figure out what is keeping you from that goal.  

Comments

Hi Forrest, my apologies for driving you nuts :) I am not rebuilding the campaign based on conversions, I am rebuilding to solve my previous group post concerns: "My keyword quality score is 5/10, ad relevance is average / below average, ctr is average / below average and landing page experience is average". The new rebuild focuses on increasing ad relevancy by using the keyword phrase more times and more aggressive ad copy with hopes to increase my CTR.  

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@scibert You should be able to improve QS without a rebuild. Just make more relevant ads & improve landing pages. Simple(but maybe not easy) QS boost for any search term: Put search term + location in H1, landing page headline, meta data. Supporting search term content: H2: offer for search term H3: brand name Descriptions: restate search term with features & benefits Extensions: features/benefits of search term & related company products/services. Landing page content: features/benefits of restated search term & synonyms. We like about 400 words.  

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@subminiaturize Thank You! That's exactly the direction for the new ad copy and landing page, I will merge the existing campaign with the new ideas.