Overview of Campaign
We launched a new campaign less than three weeks ago that targets keywords closely relating to one high dollar product that our client manufacturers and sells direct to the end-user or through distribution partners.
Some keywords are designed to create awareness. However, we are primarily targeting keywords that directly relate to their product offering, including their own brand. The client was eager to launch even though we still had not completed the landing page for this product. To begin generating traffic, the campaign was initially sending users to the product page on their existing corporate site. Once the landing page was completed (a few days ago) we updated all destination url’s to point users to the new product specific landing page. This was a new landing page with a new branded and keyword rich domain.
Within a day of updating the destination url’s, all the keyword quality scores dropped to “1”’s on a scale of “1-10”. Impressions went to zero on 100% of the keywords.
Never in my career have I seen quality scores this bad and on every keyword including their brand.
Recap of Situation
- Brand new domain = no good or bad history
- HTML landing page w/image, text & form
- Keyword and brand rich domain
- Targeting a variety of keywords including their own brand name
- All Quality Scores are a “1” on a scale of “1-10”
Changes on June 12th, 2010
- Updated destination url to new landing page on new domain.
- QS changed from average range of 5-10 to 1 the day after changing dest. url
- No ad changes were made aside from display and destination url
- Zero impressions since June 12th
- All Ads are approved
Where’s The Problem Google?
I am struggling to figure this out. Obviously the issue relates to the new domain. Perhaps we need to establish history. However, we cannot gain ANY history aside from poor history if no ads are shown. The most baffling to me is the quality score of “1” even on their own brand which is well-known in the industry. The page uses a branded url as well as branding on the landing page with a link to their corporate site.
Immediate Next Steps
We will be updating the destination url’s back to the corporate site while we dig further into the details, will be adding webmaster tools as well as emailing the specifics to my Google rep who may or may not respond.
Please share your thoughts on this mystery!