- Max
wouldnt have thought it should matter, but hopefully we can get clear clarification by a fellow member.
Shak
Your keyword (and overall per ad group) click through rate is based on the calculation of clicks / impressions.
Ranking is dependent on click through rate * maximum cost per click.
Therefore, if you've had 0 impressions for a particular keyword, you've had 0 clicks. It won't be taken into account when calculating the overall ad group CTR.
So no, it won't be dragging you down.
JP
In instances where there are no impressions, I'd suggest that unless it's a seasonal thing, if you can't get impressions on keywords over a few month period out of 200 million searches a day then chances are you can delete those keywords without any harm to your campaigns.
But they do no harm leaving them in, other than bloating out the time it takes your campaigns to load.
There is a (potentially) negative effect to leaving 'clinker' keywords in your keyword list: they can effect how often your ad appears. Some details:
AdWords suggests a daily budget sufficient to show your ad every time someone searches on each of your keywords. Essentially, the program looks at all of your keywords (including 'the clinkers'), then budgets for them.
If your actual budget is lower than this suggested budget, your ad will not appear every time.
However, you can lower the suggested budget by reducing the number of keywords that must be budgeted for. And most likely, the first keywords to go would be the 'clinkers'.
You can quickly see how your actual daily budget and the suggested daily budget compare. Start on the 'View/Edit Campaigns' page, then click the 'Edit Campaign Settings' link.
On the 'Edit Campaign Settings' page, if the suggested budget is higher than your actual budget, you will see a message to the right of your budget that says: "To maximize the number of clicks, budget $X.XX/day." This is an alert that your ad will not be showing for every search.
On the other hand, if you don't see that message, then your budget is sufficient for your ad to show every time.
This is worth checking from time to time, as the suggeseted budget can change depending on what you and your competitors are doing.
Whew! I have to shorten these posts! I have been called 'wordy' more than once in my life...
No AWA. I like 'em big!
I always get rid of zero impression keywords after a week. The campaigns look a lot "cleaner" :)
