Common-sense is usually a good rule of thumb when it comes to all things related to Google AdWords, and the AdWords Agency Blog has official confirmation on what I’ve long suspected:

“A few bad days of test performance will not ruin your Quality Scores. If you find that the changes you’ve made don’t perform well after a few days, you can revise your experiment or delete those changes and the short term impact on your Quality Score will soon be outweighed by the positive performance you have accrued in the rest of your client’s account.”

In other words: feel free to experiment, and don’t worry too much about the potential damage that may be caused.

Effective Google AdWords management involves a great deal of experimentation. Even though your company’s agenda will often differ from Google’s, you both have much to gain by tweaking, experimenting, monitoring and improving your keywords and ads.

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