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Adgroup Optimization

Bad keywords clean up

         

motard007

12:16 pm on Oct 20, 2009 (gmt 0)

10+ Year Member



Is getting rid of keywords with low impressions (and no clicks) a smart thing to do, if those have high quality score (over 7)? Will that reduce the overall quality of the campaign?

LucidSW

3:58 pm on Oct 20, 2009 (gmt 0)

10+ Year Member



You may want to move them to a new group with more relevant ad to those keywords. If they are relevant to your product, especially if they get impressions, why would you get rid of them completely?

motard007

7:42 am on Oct 21, 2009 (gmt 0)

10+ Year Member



Well... the idea was to reduce the impressions (as long as those don't trigger clicks) and this way increasing the overall CTR of the campaign. I think this positions me better on the auction for the remaining keywords, leading to a lower CPC.

mustan9

12:30 pm on Oct 21, 2009 (gmt 0)

10+ Year Member



I think the bids for CPC are by keyword and not at the campaign level. Having a campaign with a high CTR won't reduce the cost of low performing keywords in that campaign.

Removing those keywords from your campaign should reduce your cost for impressions. While your CPC might remain the same this is still an improvement, because now your getting more impressions for the same amount of money.

If you remove keywords that have impressions but no clicks, then this will lower your CPC because you've lowered the amount of impressions required for a click, and Google likes this.

So to recap :)

Removing keywords that don't change impressions likely won't improve your CPC, but removing keywords that lower your impressions should improve your CPC.

LucidSW

1:08 pm on Oct 21, 2009 (gmt 0)

10+ Year Member



Mustan is right. Everything is figured out at the ad-keyword level.

Now, removing low CTR keywords (comparatively speaking) makes sense to improve your group's CTR. But don't just remove them. Move them to a group of their own and optimize those keywords with their own ads. This way, your whole account improves.

I don't think it will have an effect on CPC. But you could get more clicks, which is the whole point.

jimbanks

1:13 pm on Oct 21, 2009 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



If you are getting impressions without clicks, if the number is significant it's a bad user experience.

As a general matter of house-keeping I would suggest you remove keywords with zero impressions for the last 30 days from your account altogether. If you think they are pertinent and there are no impressions it's likely because you have the keyword serving elsewhere in your account that no impressions are showing.

Doing this helps to focus attention on the words that matter based on actual interaction rather than what you think they are going to do.

The only possible reason for not doing that might be seasonal campaigns, but I would suggest that those would have been offline anyway.