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Blown out CTR on state variation - suggestions?

5+ Year Member

Msg#: 4439139 posted 12:15 pm on Apr 10, 2012 (gmt 0)

My PPC campaigns are based mostly around advertising on "city name" keywords. In a particular market, my keywords "cityname" and "cityname state" each are performing well and have around a 3%CTR. In the "cityname ST" ad groups, the CTR is more like .3%.

I eventually sorted out that I needed to use ZIP codes, street denominations, and numbers as negatives because people usually type the ST abbreviation when searching for an address. I've done all the SQR's, don't see anything, can anyone suggest on why this KW variation is getting far less clicks? This same phenomenon holds true with different cities and on Goole and MSN so I think it's more an issue with matching something wrong or negative KW's than it is with "user behavior" as Google claims... If I have a 3% CTR when someone searches "miami florida", how does it drop by a factor of 10 to .3% when that search is "miami fl".

I'm advertising a vacation product, if that helps, and the ads are the same for all three mentioned ad groups... I exclude the state that I'm selling to, to cut down on local searches, addresses, etc.


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