Keyword Strategy

[Tobj]

I have a campaign quite a few months/years old with a lot of data. It went completely out of control due to neglect and I'm trying to put humpty dumpty back together again.

Aside from another post regarding negative keywords ... I have narrowed my campaign down to fairly targetted ad groups with embedded type search keywords:

EG:

Green Widgets
"Green Widgets"
[Green Widgets]

Where Green Widgets is a highly competitive but relatively low volume search keyword.

The KeyWord tab shows me that over the last 1.5 years, there have been about a few dozen keywords converted in the 5 - 40% conversion range (many are 1 or 2 clicks ... only 6 keywords are in the 5 - 10 click range).

So as you can see, pretty low volume.

Should I be adding these keywords into this ad group now that I know they do well (aside from blocking any bad matches) in order to heavily boost the CTR and QS?

[RhinoFish]

low clicks could be either low volume of searches, low ctr, or both.

if the keywords are super relevant to what you offer, i'd say you need to chase them. i wouldn't say that about super long tail (they'll be off due to low volume anyhow), but your example was for a 2-word keyword phrase - most of the time 2-word keywords aren't long tail.

keep working on the negs, to raise ctr.

add modified broad, to help ctr as well:
[adwords.blogspot.com...]

check impression share to motivate your efforts, and to make sure they aren't misguided long tail chases:
[adwords.blogspot.com...]

adding things like this, to an ad group, to "heavily boost the CTR and QS", is a misnomer of sorts. qs is keyword based, so there will be very limited improvement spilled over into an adgroup by juicing it with some good behaving keywords.