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GSP works better without keywords - does anyone experience this...?

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# 1
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I run a GSP campaign for a producer of electric equipment. By accident I noted, that a campaign where I did not add keywords (by mistake) brings cheaper conversions counted as catalogue download (there is no sale on the site). When I add keywords appropriate to the business - conversion rate goes up, but cost of conversion also goes up by approx 100% (cpc goes up more than 1000%). 

1. I am a bit puzzled on what I should be doing.

2. What does Google do when I don't include keywords...? Is it random...? Or targeting people by interest or last 1000 emails or anything else...?

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Accepted by topic author Kasia I
December 2016

GSP works better without keywords - does anyone experience this...?

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# 2
Top Contributor

Hi @Kasia I

This is a generalization which would not necessarily apply for any vertical...

If you add a targeting method (e.g. Keywords), this narrows  the targeting audience to a more focused  and relevant group of users, and as a result, the CPC is higher. If you do not add any targeting method, GSP uses the "Gmail algorithm" to identify relevant users. In some verticals, this would be a relevant traffic, for others this is more of  a residual traffic...

My recommendation: have at least one more targeting method. In GSP- my preference: Keywords.

https://support.google.com/adwords/answer/7019460

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Kasia I
December 2016

GSP works better without keywords - does anyone experience this...?

Top Contributor
# 2
Top Contributor

Hi @Kasia I

This is a generalization which would not necessarily apply for any vertical...

If you add a targeting method (e.g. Keywords), this narrows  the targeting audience to a more focused  and relevant group of users, and as a result, the CPC is higher. If you do not add any targeting method, GSP uses the "Gmail algorithm" to identify relevant users. In some verticals, this would be a relevant traffic, for others this is more of  a residual traffic...

My recommendation: have at least one more targeting method. In GSP- my preference: Keywords.

https://support.google.com/adwords/answer/7019460

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’