Faced with the dreaded message,
"Inactive for search
Increase quality or bid £2.50 to activate."
I was a little concerned. The keyword in question is quite a specified phrase match, with loads of negative keywords, can't think of a way to push the quality up and frankly £2.50 is not an option.
This is the second time this has happened. To my understanding keywords were made inactive if they had a very low CTR or if there was allot of competitors pushing the PPC up. Neither of which is true in my case.
Anybody got any ideas, why this is happening and what I can do?
So I had a look and for some reason the keyword with the best CTR has been disabled.
Advertisers:
A bids 1.00 * 4% CTR =$40 per thousand(M)
B bids .75 * 3% CTR = $22.50 (M)
C bids .50 * 2% CTR = $10 (M)
total $per Thousand to google= $72.50
Now you come in to the picture with great CTR and take traffic away from others:
A bids 1.00 * 2.5% CTR =$25 per thousand(M)
B bids .75 * 1.5% CTR = $11.25 (M)
YOU bid .15 * 4.5% = $6.75 (M)
C bids .50 * .75% CTR = $3.75 (M)
total $per Thousand to google= $46.75
So in google's eyes you are pure devil...Do you think they want your business at this point?
You are adding no value to them so they have two choices:
1)To raise your minimum bid to lets say .30 (and recoup the revenue)
2)Slap you with $2.50, $5.00 or $10 bid. (and hope that you will go away)
3)It is not an option, but they would love to ban you but it is not good for public image especially if you have done nothing wrong and complied with TOS.
So I had a look and for some reason the keyword with the best CTR has been disabled.
The keyword is competing against other advertiser's Quality Score for that query - not against the other keywords in your ad group, so the fact that this keyword had the highest CTR in your group isn't really relevant. It is also not your "best" keyword... your best keywords from a Quality Score or CTR standpoint are those that fare well in competition with others.
...or if there was allot of competitors pushing the PPC up.
Not necessarily. For many keywords, there are no advertisers that reach the minimum Quality Score and no ads show. So, just because you don't hit that threshold, it doesn't mean that another advertiser took your place.
All good.
