Kw's can have peaks...

There you are cruising along with your adwords campaigns. One month ends and all is well. Less than half way through the next month, what happens? One of your top kw's gets disabled; damned annoying and frustrating. You just feel as if you have no control over what you are doing with Google.

You've seen it, done it and bought the t-shirt too... It seems that I have a added to my collection of t-shirts, having had a top performing kw disabled earlier today.

If you have a kw and ad that have been doing well for sometime, what is it that causes them to suddenly be 'less relevant'; to generate less activity for you, resulting in them being disabled after months of proven success?

I recall reading over the months numerous posts here explaining why we may see peaks in impressions and click throughs - but never one which explored the troughs. Logic dictates that if there are highs there must be low's. For every plus there is a minus. Everything is cyclical.

An historically good kw will, in all likelyhood, continue to be a good kw. But that's not to say that it can't go through a lean period.

Do kw's and campaigns suffer because of the vagaries of Google users search and clicking habits relative to the oscillations of interest they have?

What if there is a lull in the interest in a product, service or whatever? It goes quiet in an industry sector. A group hasn't released a new track for too long - interest has temporarily waned. The excitement generated by the last technological breakthrough in a niche science sector has worn off. As mentioned earlier - everything is cyclical (or oscillating, if you prefer)...

It all goes quiet - and your kw gets disabled.

The next day though, that band announces it's next world tour. The dull industry sector breaks some mildly exciting news, generating a little ripple of activity across it's tiny pond.

Some understated research enhances the application of a new technology and in a specialist science sector the roar of excitement - which is but a whisper to the world at-large - is enough to sustain your specialist kw's.

But, at some point its probably going to go quiet again and it's likely your kw's - the ones you used to replace the top performing kw's that were suddenly disabled many months earlier- will get disabled too. Everything is cyclical (or oscillating, if you prefer)...

Is there any sense in this to you? There is to me.

Syzygy