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At risk keyword
Despite CTR being 1.0%
geebee2




msg:1156895
 8:19 am on Aug 20, 2004 (gmt 0)

I'm a little puzzled about a keyword that is "at risk" despite having what I believe is a "reasonable" CTR of 1.0%. The stats are

4,701 impressions
51 clicks
Avg. CPC 0.09p
Avg. Pos 4.5

My previous experience was that keywords became at risk at something below 0.5%?

 

ppeter




msg:1156896
 12:11 pm on Aug 20, 2004 (gmt 0)

I have experienced the very same problem, but with some much higher CTRs... AdWords has a funny way of deciding which keywords are performing.

Generally, I just delete the keyword and then add it again.

Robsp




msg:1156897
 12:16 pm on Aug 20, 2004 (gmt 0)

Geebee,

There are lots of posts about this is the forum. Where it comes down to is that google decides on the status based on Google search traffic only, NOT on partner site clicks. So you can have a G CTR of 0.5% and a partner CTR of 10% (and a total of 7% or so) but the keyword is still at risk.

The best way to solve this is to take the keyword into an adgroup of its own and write a very specific targetted ad with the keyword being in the ad title.

You may want to disable partner site traffic to see what the actual G CTR is but this usually brings your volume down.

Search the forum for more on this topic.

geebee2




msg:1156898
 2:14 pm on Aug 20, 2004 (gmt 0)

> You may want to disable partner site traffic

It has never been enabled, except for a day or two when I started, so I don't think it is that.

I *suspect* it might be related to the keyword, which is the name of a manufacturer (don't think it is a trademark though). Maybe for some keywords the minimum threshold is higher?

I did look through some earlier threads
[webmasterworld.com...]
and
[webmasterworld.com...]

But they don't seem to cover what I am seeing (could be because I haven't properly understood).

Robsp




msg:1156899
 2:40 pm on Aug 20, 2004 (gmt 0)

Is the name of your keyword in the title of your ad? Did you test multiple ads in the adgroup?

geebee2




msg:1156900
 3:07 pm on Aug 20, 2004 (gmt 0)

> Is the name of your keyword in the title of your ad?

About 2 days ago I changed it to be that way (using {Keyword:}), before that No.

> Did you test multiple ads in the adgroup?

No. I'm sure I haven't used the keyword elsewhere either.

There is another (similar - another manufacturer) keyword in the same group that has a lower CTR (0.8%) that is showing a status of "Moderate". That only has 587 impressions though.

Besides that, there are two "Strong" keywords in the group with CTR 2.1%, around 3000 impressions each.

Robsp




msg:1156901
 3:31 pm on Aug 20, 2004 (gmt 0)

geebee,

If you recently changed your ad you should give it a few days to see how it develops (sometimes it takes a few days before the status changes). If the CTR is still low, try a few variations of your ad in the same adgroup and try to see if you can add negative keywords with the name of that manufacturer. That usually helps unless the keyword simply not work for you...

My 2cts

geebee2




msg:1156902
 9:08 pm on Aug 20, 2004 (gmt 0)

Robsp,

I'm sure your advice is good, but I'm still a little puzzled. I do like to understand what is going on, if possible, as much out of curiosity as anything.

Maybe that just isn't possible here.

George

AdWordsAdvisor




msg:1156903
 11:05 pm on Aug 20, 2004 (gmt 0)

I'm a little puzzled about a keyword that is "at risk" despite having what I believe is a "reasonable" CTR of 1.0%.

I'm sure your advice is good, but I'm still a little puzzled. I do like to understand what is going on, if possible, as much out of curiosity as anything.

geebee2, your core question was actually answered quite correctly by Robsp, who wrote:

...Where it comes down to is that google decides on the status based on Google search traffic only, NOT on partner site clicks. So you can have a G CTR of 0.5% and a partner CTR of 10% (and a total of 7% or so) but the keyword is still at risk.

To be specific, your keyword with a CTR of 1.0% is doing well on partner sites, but is not meeting the minimum standard as it is measured on Google.com alone.

As an added bit of clarification, please note that the CTR column of your stats reflects the CTR of your ad on Google, plus all partner sites, combined.

The 'Status' column, on the other hand, tells you how the keywords is doing on Google alone, where performance is measured relative to whether a keyword keeps running, or is disabled.

Bottom line: A disabled keywords with a high CTR is performing well on partner sites, but performing poorly on Google.

Hope this clears things up.

AWA

geebee2




msg:1156904
 4:49 am on Aug 21, 2004 (gmt 0)

AWA,

The puzzle is that it is *not* running on partner sites - in campaign settings "search network" and "content network" are both un-checked.

In case it helps, here are results of a report on all my at risk keywords in the campaign. I have replaced the actual keywords with KW1,KW2,KW3,KW4

KeyWord Status Ad Status Impr. Clks CTR Avg Pos
KW1 At risk Deleted 718 9 1.25% 2.9
KW1 At risk Active 1,549 14 0.90% 2.8
KW2 At risk Active 8,079 125 1.55% 3.3
KW3 At risk Deleted 4,363 46 1.05% 4.5
KW3 At risk Active 1,005 13 1.29% 4.2
KW4 At risk Deleted 871 3 0.34% 11.3
KW4 At risk Active 5 0 0.00% 20.2

KW2 is the "best" example, with a CTR of 1.55% (Google only!), but still "At Risk".

I think I can maybe see some pattern - if the number of impressions is high, the CTR needs to be higher to maintain status? But surely 1.55% should be Ok?

George

eWhisper




msg:1156905
 2:01 pm on Aug 21, 2004 (gmt 0)

geebee2,

Was the keyword in question anywhere else in your account before?

Is it still in your account, even in a deleted or paused AdGroup?

If so, this is your problem, and you need to refer to this thread for the answer:
[webmasterworld.com...] message 4.

geebee2




msg:1156906
 11:14 am on Aug 22, 2004 (gmt 0)

Was the keyword in question anywhere else in your account before?

Not in the case of KW2 as per my previous post.
For the others, apparently yes, as shown above.
It's difficult to be very certain. I would (probably) have made some changes to the ad text, but not the keywords.

In my previous post, it does seem a bit trifle odd that some keywords are listed both as Deleted and Active. Hmm..

Thanks for the link, that is an interesting thread.

I'm not too worried, but I am still puzzled.

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