Cut most productive (in clicks) word to greatly increase CTR?

of 600 clicks produces 200

[OddDog]

I have a keyword - widget - and as a none specific word is getting loads of impressions and a low ctr. but it is getting me about a third of all clicks in the campaign.

should i be pulling the generic word to increase ctr campagn wode and therefore see better placement of kewwords and therefore better/higher number of clicks in the future?

all advise greatly appreciated.

[justshelley]

It sounds like the keyword is doing well for you as far as clicks but if you don't have conversion tracking turned on you won't know if it's just getting a lot of clicks or if that search term is actually converting to leads or sales.

If the term is very general, it would be wise to do some homework and add the more specific variations of the term (red widget, buy widgets, etc.).

Lots of impressions and not many clicks usually means one of several things: the term is too general, you need to use negative terms to filter out unwanted traffic or you need to consider testing new ads.

[eWhisper]

There are times generic words can do well, however, as mentioned above - you must test their conversions.

The one thing to really remember is that if this word is phrase/broad matched, then it could be showing for more specific keywords as well that do exist in your campaign.

I always suggest bidding lower on these generic words than on your more specific ones so you know which keywords are truly getting the impressions/clicks.

[dmorison]

Also, if you can, look at the referral URLs that have generated a click on the generic terms and see if they reveal any more targeted phrases that you should be using but aren't yet.

They might also reveal some negative terms that you should be using if your generic is common to more than one industry.

[OddDog]

ok thanks for the answers, they are all greatly appreciated.

i still have this basic question.

i believe adwords teory states get better better ctr adn your ad will rise positions, thus getting higher ctr...

so my question is haye you had real experience of seeing a serious change in ctr ( from lets say 0.5 to 1.5 cause a significant change in the ads position and therefore see an increase in clicks.