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New Ad Performance

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭



In my campaign (Google Search Only) I have an existing ad group with one text ad, this ad group has:

One exact match keyword
QS is 10
Ad has good average position (2.0)
Good CTR (10%)


I recently added a new text ad to this ad group, the new add:

Positions are slightly lower (2.2 -2.6)
CTR is slightly lower (8%)


But the Average Cost Per Click on the new ad can be as much as 60-70% more

Does the ad historical data affect Avg CPC, if so how long does it take for the Avg CPC to drop?


Any insights much appreciated



1 Expert replyverified_user

Re: New Ad Performance

Top Contributor
# 2
Top Contributor
Yes Adam.
Your CTR plays a huge role in your Quality Score and your Quality Score plays a huge role in the CPC you pay for that keyword.