Unfortunately I have recently learned that pausing older text ads can effect the quality scores of the keywords in that particular AdGroup.  I’ve done testing over the past few months that prove this.  In each of my tests I found that whenever I paused an older text ad that was being out-performed by new text ads, it would cause my keywords to drop in quality score.

Here’s why this happens:

• Older text ads have a more established history, which means most (if not all) of the keywords in that adgroup have triggered that text ad to be displayed
• Your keyword’s history is used to help determine your quality score, so by pausing that text ad, you’re removing the history that text ad has for all your keywords

Here’s what to do:

• First off, don’t let this effect major changes to your account.  If you have a text ad that is losing money, you need to pause it.
• If you need to pause a text ad that’s older and more established, make sure you have several text ads in the adgroup before you pause it.
• Try to have two or more text ads in the adgroup that are out-performing the text ad before you pause it.

Remember, if you do pause a text ad and notice a decrease in quality scores, I learned that if you simply re-activate the text ad it will increase your keyword’s quality score once more.

Posted in AdWords