I have been running Adwords for about a month now, and I want to know two things:
1. In the list of keywords to target, is it the case of "the more keywords/keyword combinations the better"? What if i load up on keywords with low CTR (even though I also have some with high CTR). Will this have any negative impact on my campaign?
It seems to me that it is better having more keywords (regardless of CTR), because if there are more keywords, the probability of the number of keywords with high CTR will be better. Also, I may be able to stumble upon some keywords which have very low CPC and high CTR which I can tap in to.
Is this correct?
2. Also, is it wise to have a high amount of ad formats (some which have high CTR and some with low CTR)? Or should I cull down to only include those with high CTR?
The reason is, if I keep the ad formats with low CTR, will that affect my keywords CTR, and as such keep my costs/CPC high?
For eg, just say I only target the keyword "widgets" with current average CTR 5%, and that I have two ad format variations, one with CTR 10%, and the other with 0% (both are shown 50% of the time). Will culling the one with only 0% boost my keywords "widgets" CTR, and thus give me a better quality score?
Thanks in advance - I look forward to your opinion on this matter.
If you have too many keywords per AdGroup, consider subdividing and producing separate pages, Ads and AdGroups for each sub-topic.
Ad Formats
Ad formats with low CTR for you are clearly not working on your page - replacing them with formats that have a higher CTR should increase your income.
Note, however, that if the Ad format and page content/layout are inappropriate and produce excessive clicks, you may find you become subject to smartpricing - this could reduce you earnings per click.
