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What is the impact of changing keyword level landing page?

H S
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# 1
H S
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Hi,

 

Can anyone help to explain the impact of changing keyword level landing pages?  For example, if a landing page needs to be changed daily to reflect the dynamic content on the site, will that have negative impact on the performance of the keyword?

 

In addition, if my landing page uses value tracker "param1" and looks like  "http://mycompany/product/{param1}", then is the change of "param1" value  considered a change in landing page?

 

-thanks

 

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Accepted by topic author H S
September 2015

Re: What is the impact of changing keyword level landing page?

Top Contributor
# 7
Top Contributor

Since QS is recalculated in every auction,  and is relative to other advertisers -Thus,  I would not draw the conclusion that the change in QS is attributed to changes in content:


Read this article by Google on "Ingredients of the Quality Score sauce"
https://www.en.adwords-community.com/t5/Basics-for-New-Advertisers/Ingredients-of-the-Quality-Score-...

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: What is the impact of changing keyword level landing page?

Top Contributor
# 2
Top Contributor

Hi there;

In terms of CTR, which its leading metric - only the clicks and impressions  count. So, as long as the KW continues to trigger the, ad and the ad is clicked - I don't think there should be an issue

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: What is the impact of changing keyword level landing page?

H S
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# 3
H S
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Thanks for the quick reply.

If I understand you correctly. The clicks and impressions will be reset to 0 after the landing URL is updated?

If that's true, does the change of "param1" value (landing page http://mycompany.com/movie?category={param1}) also reset the clicks and impressions?

-thanks


Re: What is the impact of changing keyword level landing page?

Top Contributor
# 4
Top Contributor
I just tested and, when changed a keyword level destination, URL the CTR and impressions were not reset.
Can you double check?
Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: What is the impact of changing keyword level landing page?

Visitor ✭ ✭ ✭
# 5
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Hi !
Please mind it when you change landing page link , your quality score will also change. This may be positive or negative based on relevancy of landing page.
Regarding your additional question, change in " param1" will not consider as change in landing page unless actual landing page has been changed.

Re: What is the impact of changing keyword level landing page?

H S
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# 6
H S
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I guess the change of quality score is due to the content of the new landing page.  Here is an example. For keyword "hdtv 64 inch", it initially has a landing page as http://mycompany.com/tv/sony-X63484. After a month, due to the inventory change the landing page becomes http://mycompany.com/tv/toshiba-TV343. Now there should be two CTRs, one for each landing page.  Suppose these two CTR values are the same. However, as the Toshiba page has shorter CTR history, so my quality score will be negatively impacted. 

 

On the other hand, if I set landing page as http://mycompany.com/tv/{param1}. Then the change from "param1=sony-X63484" to "param1=toshiba-TV343" will not change the CTR history. So my quality score won't be impacted.

 

Is my understanding correct?

 

I hope there are some official documentation on this kind of behavior, but just cannot find them.

 

Appreciate all the helps.

 

-thanks

 

 

 

 

Marked as Best Answer.
Solution
Accepted by topic author H S
September 2015

Re: What is the impact of changing keyword level landing page?

Top Contributor
# 7
Top Contributor

Since QS is recalculated in every auction,  and is relative to other advertisers -Thus,  I would not draw the conclusion that the change in QS is attributed to changes in content:


Read this article by Google on "Ingredients of the Quality Score sauce"
https://www.en.adwords-community.com/t5/Basics-for-New-Advertisers/Ingredients-of-the-Quality-Score-...

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’