Many Impressions, No Clicks

Does this hurt my campaign?

[starboy]

I have lots of KWs that I first tried months ago, that have turned out to get plenty of impressions but no clicks. They're virtually alone on the right side of the page, give our company name lots of exposure, but they don't get clicked. They're free, but they lower my calculated overall campaign CTR.

Would it be beneficial to my campaign to raise my overall CTR by getting rid of the zero-click KWs?

[Pengi]

There are mixed views as to whether low CTR keywords hurt your campaign or not.

I am inclined to think that they don't. In fact, its possible that you may find them to provide your highest conversion rates!

[starboy]

I don't see how they can provide high conversion rates if they're never clicked.

I was just curious about the effect of having lots of zero CTR KWs. I would guess G might penalize advertisers for this cuz the KWs take up resources.

[Pengi]

Of course if they are never clicked, conversion rate is any number you can imagine!

But I'd intended to refer to the one click that does eventually get received - if you've filtered out all the others that weren't going to convert, this must be the good one ;)

Another excellent point someone made in another thread (apologies - can't remember who) was about the marketing and brand recognition that can be provided just be having your Ad displayed.

[aeiouy]

I don't know this one way or the other, but I always suspected that extraneous keywords with high impressions and no clicks are a negative impact on a particular campaign/ad group.

Since CTR plays a big role in things, I wouldn't be suprised if overall CTR for a group had some impact. Even if it doesn't, have keywords with zero ctr and a lot of impressions are likely to be maximum priced when and if they do ever get a click.