Google Announces New Tool – Use with Extreme Caution
Google has recently announced a new tool for moving and copying keywords and ad text.
At first, this sounds fantastic. However, there is a line that you need to pay close attention to:
It’s worth mentioning that when you move components, your account will treat relocated keywords or ad text as new — so any statistics your keywords or ad text have accrued will not transfer across Ad Groups.
As your average position is determined by CPC (cost per click) x QS (quality score) AND quality score is determined by historical data, then moving keywords for a better account organization could hurt you in the short term.
In the majority of all cases (I said majority, not all) CTRs are regained after time. However this is the shopping season and any reduction in QS over the next few weeks can seriously hurt your total PPC profits.
While it’s a time saver for reorganizing accounts, duplicating ad texts, etc – it should be used with caution. Understand the ramifications of using this tool for short term and long term results.