It has 700 KWs, but 250 of them have had no conversions in 3 months. 170 of these didn't get a single click.
These "bad" KWs have decent relevance, but most are longer search terms that were used in the past, but very few times (often only once). The so-called "tail" KWs.
If I remove them, it will have almost no DIRECT impact on revenues & profits, but what about unintended consquences?
How will the Adwords system react to removing them?
What would be the positive impacts?
And the negative?
I'm reluctant to do this without knowing more about the effects. I don't want to break a campaign that is working well.
So your help would be much approeciated.
Cheers
Pete
I have found that removing a number of keywords with apparently zero impressions has caused some of my AdGroups to go back into review (potentially changing the "theme"). The end result may well be better, but there could be a slcke few weeks and there is a risk it will not perform as well after the change.
My view: If it aint't broke, don't fix it!
You should determine ROI for each keyword on an individual basis. If a keyword doesn't have enough data to determine it's ROI, leave it until it does. There's always a chance that a no click keyword will turn into a money maker with it's first click.
