I constantly have keywords that are relevant to my product and seemingly performing well labeled as "at risk" and/or disabled altogether. In one ad group, I've got one kw with a 12.5% CTR (8 imp, 1 cl) labeled "at risk". Right below is one with 48 imp and not a single click labeled "strong." Then there's one with 0 and 0 labeled "at risk" right next to another one with 0 and 0 labeled "strong."
My Max CPC is PLENTY high, and the ad copy includes the relevant keywords. Switching to a phrase or exact match only temporarily revives them, they always revert to "at risk" or disabled within a couple days.
Their Improve Your Keywords doesn't offer any real guidance, and I can't figure for the life of me what the logic is, or what metrics they use to make these decisions.
Any insight is much appreciated!
This is a topic that comes up frequently, in one context or another, on this Forum.
But very briefly, the Status column of your keywords stats tells you only one thing: how the keyword is performing on google.com - where it's CTR is measured for performance in terms of whether it continues to run, or is slowed, or disabled.
The CTR column of your stats tells you how the keyword is performing on google.com and all partner sites, combined.
Sometimes, keywords that perform well on Google will not perform well on partner sites: you'll then see a healthy Status - and a low CTR.
On the other hand, keywords may do well on partner sites, but not well on Google. In this case, you'll see a poor Status - and a high CTR.
AWA
- So 48 impressions & 0 clicks includes both Google and partner traffic. 0 is 0, regardless of where it comes from...how could you decide that is strong, moderate, or at risk?
- Or, for 8 impressions & 1 click. Let's say that 1 click came from a partner, leaving 7 or lesss impressions and 0 clicks from Google. In light of the above example, how could 0-for-7 be at risk but 0-for-48 (or whatever part of that 48 is directly from Google) is strong?
Got to push for an answer because we're having vital keywords disabled without any clear rationale! Thanks again...
Got to push for an answer because we're having vital keywords disabled without any clear rationale! Thanks again...
Your question is really hard to answer, pigpen, without seeing the account. My best guesses, however:
* You are looking at a short date range, such as 'today'. When you are trying to analyze status, it is probably best to look at the date range of 'all time'.
* You may have the same keyword elsewhere in your account. If you do, since it is the same keyword, impressions are counted for it cumulatively regardless of where they occur.
* If you have keywords that are disabled with a very low number of impressions, then it is almost certain that they were used elsewhere in your account, were disabled there, but never deleted.
If none of these points pertain to your situation, then I'd advise contacting AdWords support and having them take a look.
In any case, though, know that a keyword won't be disabled until it gets 1000 impressions overall. The exceptions to this are:
* Keywords that have been disabled in one place, then re-used in another place in the account without first being deleted every place they occured - as mentioned above, and
* keywords that have been disabled repeatedly, deleted, and then re-used in the same Ad Group. In this case, they won't get a full 1000 impressions.
AWA
