Keyword converts a lot, but I cant get the ROI down

Lots of converts, negative ROI, low CPC

[Hubie]

I have a popular keywords that converts all the time, but at a terrible ROI. It's too good of a word to forget about. I've tried everything to get my CPC down and my ROI up. Nothing has worked so far.

What can I do, regarding adwords, to improve this?

[buckworks]

You say you've tried everything. Please give more details about what you've tried, in case we might be able to spot something you've missed.

[aeiouy]

If you are getting the clicks there are a few things that could be happening:

1) The keyword is a bit off-topic so you are getting a lot of clicks from people who are not actually interested in what you want them to do.

2) Your ad is enticing to get them to click but not descriptive of your offer or service so when they get to the landing page they are confused.

3) Your landing page itself is not properly closing the deal.

Certainly you could worry about CPC, but I would worry about getting conversions first. If it does not convert your CPC does not matter.

[buckworks]

He said it "converts all the time" ...

[idolw]

if it converts all the time but the ROI is negative it means that your CPC is too high.
it is easy to pay $15k and get many sales. the problem is to get at least $16k revenue to cover the expense.
try inventing more keywords stemming from this one. long tail keywords can give you another 50% of the big word's traffic at 20-30% of its cost.
if you have such possibility (you know where your clients come from), try better targetting (location, language). this should cut the CPC.
try better ads.
try to improve the landing page.
sometimes decreasing CPC helps. no idea why, but we noticed increased no.1 of clicks after we have cut the CPC bit.

[poster_boy]

Sounds like you have clicks of drastically varying quality. Scan your logs for queries that may be off-topic - and add negative keywords like crazy. This should reduce the bad, leaving more of the good...