Thanks very much for the great information; these questions are hard to find answers to anywhere else.

I want to ask for advice on reducing the Google Slap when making large scale changes to the Destination URL across many campaigns in the same account.

In our online store software, the Destination URL of the product categories is created by mandatory default using the top-level product category names. So when we change a product category name, the Destination URL must change also to using that new category name. We try not to change these nine top-level category names too often or change too much at once, but sometimes reorganizing our store is necessary as we add new product lines.

In some cases, one-third of our text ads include the same top-level category name as part of the Destination URL. So, when we change the category name, we will need to change the Destination URL in one-third of our ads in our account all at once. Many campaigns will have all their ads changed all at the same time.

What are the best ways to protect our Quality Scores when having to make Destination URL changes across so many ads at the same time.

Thanks.

You raise an issue that I have been wondering about: what is the impact difference on your quality score and your account overall of pausing an ad versus deleting it, if there is one. What about pausing versus deleting keywords, ad groups, or campaigns.

There are often times I leave a low performing ad or keyword on pause rather than deleting it because it’s easier to compare the data in my account. It’s sort of like having a recently deleted category compared to ads I deleted a long time ago.

Am I hurting my account by leaving lower performers (keywords, ads, ad groups, campaigns) on pause rather than deleting them?

Thanks.

Avoid the AdWords Quality Score Slap: How to Make Common Changes to Your Account Without Damaging Your Quality Score…

To specifically target Gmail you will need to utilize the content network. Within the updated AdWords interface you can target sites directly within your ad groups. Or you can set up a specific campaign that has only the content network activated and target solely Gmail. That would be the best way to do this.

Have a question.

Might not be the best place to ask, but will try. Hoping it will inspire a post.

Want to know, how can I set a campaign specifically to target Gmail. Gmail is giving up the goods. Like mass conversion central.

So should I just leave it as part of my content bids, or should I set something up to target it specifically?

This question has been on my mind for ages