How important is historical data to your Google Adwords PPC Campaign? Historical data on a keyword, an Ad Group, and the entire campaign plays a very important role for Adwords to determine your Quality Score. The more information Google knows about your campaign’s performance, the more accurate the assigned Quality Score would likely be.

This is more helpful especially when you run a campaign on Conversion Optimizer. The reason why it is not advisable to run CPA bids on new campaigns. Adwords’ conversion optimizer feature bases the recommended bid on your account’s performance. Thus the longer your “good” historical data is, the lower would be the recommended bids.

Also, Google being able to determine the relevancy of your keywords to your landing pages and ad copies through historical data would be very helpful. Does your account have good CTR? What about CTR to conversion rates?