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Decline in Brand Keyword QS after Domainchange - not recovering for more than 6 months

[ Edited ]
Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi folks,

 

I'd really appreciate your input in the following concern:

 

in October 2015 we've made a domainchange for our French product. Until then we've had a QS of 10/10 for our Brand Keyword, which already had been the new name from April 2015 on but was directing to the old domain which was changed then.

 

Schematically:

April-October 2015: [new brand] --> LP with new Brand name on old domain

October-today [new brand] --> LP with new Brand name on new domain

 

The day after changing domain and adjusting final URLs accordingly CPCs increased by approx. 100% then staying on that new level (without change in competition - there are no other Brand bidders except us). 


A few weeks later (end of November) QS for that Keyword dropped from 10/10 to 8/10 and with the beginning of 2016 to 7/10 at which it has stayed since then. CPCs never reached the old level again.

 

What we don't get is the reason for that. There have not been any other changes in the AdWords account which could obviously cause that drop. CTR has always been >50% most times even >60%, Ad Copy contains the Brand Keyword as well as fitting information, Ad Extensions and so on. Landing Page has faced no changeds except the change of domain. Nevertheless in the AdWords UI it says that Ad Relevance and Expected CTR are above average, Landing Page Experience is below average. We've already tested page speed etc. with Google Page Speed Insights and improved some of the found "errors" there without seeing any improvements.

 

What makes it even less understandable is that our German product uses nearly 1:1 the same Landing Pages (of course in German language) which also suffer some "errors" in the Google Page Speed Insights. Situation overall should be comparable - nevertheless the Brand Keyword there has a QS of 10/10. 

 

Summarizing we can't find significant differences in the AdWords setup as well as the Landing Pages comparing the French and German product which could explain the bad QS in France. 

 

Questions:

  • Has any of you had such problems?
  • And have you got any ideas, suggestions, what to do to improve the QS again? 

 

Many thanks in advance and best regards

 

1 Expert replyverified_user

Re: Decline in Brand Keyword QS after Domainchange - not recovering for more than 6 months

Top Contributor
# 2
Top Contributor

@AndiBar;

Well... Sometimes there is a behavior of AdWords, which cannot be fully explained.... Smiley Surprised

Do remember, though, that the QS is not a linear score and is calculated every auction. UI reports an "average" of the latest the auctions. QS is a relative score  to other advertisers: the interval between 7,8 and 10 is quite "narrow" compared to (for example) between  6 and 7. So, the "move" up from  7 to 10 and down  from 10 to 7 could be "fast":  Stsiticaly, a slight change in your CTR (for example) relative to other advertisers, can take you up or down  within the higher scores, while a wider change in QS is needed to "move" you between scores within the mid range. This is the nature or a relative scoring in statistics.

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Decline in Brand Keyword QS after Domainchange - not recovering for more than 6 months

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
@MosheTLV

Thanks for that input. I get what you mean that a drop from 10 to 7 can happen faster than from 7 to 6 (what fortunately has not happend yet).

But let's say that domain change had somehow or other any impact on QS, because nothing else changed, what might have caused caused that "fast" drop from 10 to 7. Should'nt QS then recover after a while when Google realizes that it's still the same website with the same content than before and the way back to 10 the same "fast"? Even in times when we had TV advertising and CTR went up even more there was no positive effect on QS. Could the continuing low QS anyhow be related to overall lost organic rankings after domainchange?

Thanks for any further input!

Re: Decline in Brand Keyword QS after Domainchange - not recovering for more than 6 months

Top Contributor
# 4
Top Contributor

@AndiBar;

Let's start from the end;

No QS is NOT related to organic: 2 systems, 2 algorithms - unrelated.

I agree that climbing     back to the top is harder than going down the "ranking ladder".  I also have seen this behavior. 

However, if CTR is good, QS will climb up the ladder again. Give it some time.

And finally, if your QS is  7 -  I wouldn't worry much....

 

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Decline in Brand Keyword QS after Domainchange - not recovering for more than 6 months

Visitor ✭ ✭ ✭
# 5
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@MosheTLV

Thanks again for the further information. Problem is that if we're talking about time to recover - that already has been more than 6 months without improvement in sight. But as you say that for a QS of 7 you would'nt worry much: does that mean that from your experience a QS of 7/10 does'nt have a measurable negative impact on CPCs / positions?

@all others: we'd really appreciate you view / opinion on that specific problem. Has any of you had such issues? How is your experience concerning the relationship of QS <---> CPC, especially when QS drops from former 10/10 to a lower level?

Thank you very much!