Post by account_disabled on Jan 11, 2024 6:26:13 GMT
Different Date Ranges – Even though the term hasn’t performed in a 7- or 30-day window, it might have done well previously. If this is the case: what changed (bids, ad text, landing pages, something in your market/niche?)?
– How effective is the associated landing page overall? This is something you can drill into on the Google Ads dimension tab, and what you want to confirm is that the landing page this keyword drives to performs well when paired with other keywords.
Ad Text Efficacy – The same holds for ad copy – does the associated ad copy convert well from a CPA standpoint overall? This may well be a reason for a recent drop in effectiveness – maybe the ad copy you initially Whatsapp Mobile Number List wrote has become stale and a new test would jolt your ad performance.
As you can see there are a lot of moving pieces to analyzing all of the pertinent data points before deciding to “kill” a keyword. This is a lot of work and analysis to perform if you’re looking keyword-by-keyword in even a mid-sized PPC account, so it’s probably more practical to either restrict this type of deep dive to higher-volume terms you’re looking to pause, or to apply automation to the process.
Keywords that Don’t Spend Much, Don’t Convert, and Have Low Quality Scores
“Hard costs” in a PPC campaign aren’t the only costs – keywords that underperform on other metrics can also have “soft costs” in the way of negative account-wide Quality Score impact.
– How effective is the associated landing page overall? This is something you can drill into on the Google Ads dimension tab, and what you want to confirm is that the landing page this keyword drives to performs well when paired with other keywords.
Ad Text Efficacy – The same holds for ad copy – does the associated ad copy convert well from a CPA standpoint overall? This may well be a reason for a recent drop in effectiveness – maybe the ad copy you initially Whatsapp Mobile Number List wrote has become stale and a new test would jolt your ad performance.
Assists – Google’s new multi-channel funnel reports allow you to drill down to see not only last click attribution but also whether a term is driving a lot of conversions by acting as an earlier touch in the conversion process, so you can avoid cutting off a term that is helping to drive conversions that are being attributed to other keywords or channels.
As you can see there are a lot of moving pieces to analyzing all of the pertinent data points before deciding to “kill” a keyword. This is a lot of work and analysis to perform if you’re looking keyword-by-keyword in even a mid-sized PPC account, so it’s probably more practical to either restrict this type of deep dive to higher-volume terms you’re looking to pause, or to apply automation to the process.
Keywords that Don’t Spend Much, Don’t Convert, and Have Low Quality Scores
“Hard costs” in a PPC campaign aren’t the only costs – keywords that underperform on other metrics can also have “soft costs” in the way of negative account-wide Quality Score impact.