My company is facing an issue where we have to change our site's URLs at scale - close to 200k. These pages will be redirected to a new set of pages with a different domain name (owned by the same organisation).
The aforementioned pages are -
- Transactional
- Rank on organic search keywords and SEO activity is focussed on them
- Used in our SEM campaigns as Landing Pages
The fundamental question is whether changing around 200 URLs in our Google Adwords account would affect the quality score at all? If yes, how much of a hit can we expect?
Maybe. Obviously, changing the URL will not affect ad copy or keywords (unless you're running dynamic search ads); that portion of the quality score will not change. If these landing pages are faster, delivery a better customer experience, and lead to higher-quality visits (longer time on page, lower bounce rate, better goal completion), then you will see your quality score improve. If not, it will fall.