Please explain to my pea-pickin brain why Google would show a keyword as "strong"....when there are NO impressions and NO clicks.... But put a keyword with 9 impressions and 3 clicks (33% CTR) at risk? Am I losing my mind? Please give help to this poor ol Googlehead! Thanks, Shelbeesmom
If you read the messages around here, you'll find others have raised the same question. I don't think anyone has it all figured out, as there seems to be no hard rule matching CTR to "strong" or "moderate" or "at risk".
Nine impressions, though, is surely too low for Google's system to make any sort of judgement about the CTR. They won't disable a word with only 9 (or 90) impressions.
no hard rule matching CTR to "strong" or "moderate" or "at risk"
The keywords strengths are directly related to the CTR on Google's site. It doesn't take into account CTR on the various other properties Adwords are displayed, AOL, Ask, etc. The Google-only CTR is also what determines if your ads get slowed or not, so it's best not to have any at risk.
You shouldn't think of the phrases being bad if they are at risk. At risk status usually has more to do w/ the ad you're showing for the word. Perhaps you can break the "at risks" out into new Adgroups that better target those words?