Jul 24
Should You Remove Keywords With Low Click Through Rates?
Because the AdWords system rewards keywords with high click-through history (relative to competitors) with better ad positions and lower cost-per-click, click through rate is considered an important performance metric. Along with a keyword’s relevance to ad text and landing page copy, click through rate influences a keyword’s “Quality Score.”
Every PPC campaign is bound to have a few (or few thousand) keywords with low click through rates. You can identify them easily enough with web analytics and campaign reports, but what do you do with them?
You have at least 6 options:
1. Do nothing. You’re always going to have stinkers, why major on the minors?
2. Try to improve your Quality Score, which should improve ad position, which may positively affect click through rates.
3. Add negative keywords if you’re using broad or phrase matching.
4. Create a new Ad Group. Pull poor performers out of your […]