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Keywords with Low Search Volume and Conversion Optimizer/QS

[ Edited ]
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# 1
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I have keywords in ad groups that get little to no clicks. My campaign uses conversion optimizer. Is there any harm to leaving the keywords active? Or put another way, are there benefits to pausing/removing the keywords?

2 Expert replyverified_user

Re: Keywords with Low Search Volume and Conversion Optimizer/QS

Top Contributor
# 2
Top Contributor
Hi Dean,

Low Search Volume (LSV) Keyword does not impact the performance of overall campaigns. LSV keywords are those which are searched rarely. Thus, If you keep/remove these keywords, It does not impact the campaign performance.

But here are two scenario, that you need to think,

1: If These keywords have some data, and that is not upto the mark. Then you can remove these keywords. E.g If these keywords have lower CTR, Low conversion rate etc.
2: If It does not have enough data, you can keep in the campaigns, so that It can gather some data and you can analyse the performance. And also, when these keywords are getting Searched, your ads will starts serving the ads.

Please read the following link for more info:-
https://support.google.com/adwords/answer/2616014?hl=en





--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
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Re: Keywords with Low Search Volume and Conversion Optimizer/QS

[ Edited ]
Rising Star
# 3
Rising Star

Hi Dean H,

 

Everything depends on the analytic data corresponding to the keyword.


If your keyword is just accumulating impressions with no click for a given period of time(lets say last 14 days) then definitely it is responsible for your account performance(downgrade). Though if keyword is neither accumulating impressions nor click but has a very good quality score with low search volume then you should not remove it as it will be a factor to boost overall QS of the account.

 

So you must need to analyse that keyword and do a specific action like

  • change the match type of the keyword to limit the impressions
  • using search term report to add negatives as well as other similar traffic oriented term to add as your keywords.
  • Try A/B testing with the adcopies and create more relevant and enticing ones with a strong CTA , offers and discounts if any.
  • Might be your ad triggers at a low position which a user is not likely to click. So boost your quality score and bid high(target CPA) to win the auction for higher position. You can use target CPA simulator.
  • don't change target CPA bid frequently as conversion optimiser take time to adjust the settings.
  • You should use ad extensions which helps to rank up your ad as well as an increase in the CTR.

Finally if the keyword is still unable to accumulate traffic then you need to pause it.

 

It is not always necessary that conversion optimiser will give the best performance. so, you can also analyse switching to manual bids.

 


Regards
Archit, AdWords Rising Star, Community Profile
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Re: Keywords with Low Search Volume and Conversion Optimizer/QS

Top Contributor
# 4
Top Contributor

@Archit 

It is not always necessary that conversion optimiser will give the best performance. so, you can also analyse switching to manual bids.

Yes I agree but, changing manual bidding from Conversion Optimiser only for LSV keywords are not a good idea. 

 

--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
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Re: Keywords with Low Search Volume and Conversion Optimizer/QS

Rising Star
# 5
Rising Star
Yes @RAKESH, it is not for LSV as they don't play any such role if they are unable to gather even impressions.
But it is for other keywords.

Regards
Archit, AdWords Rising Star, Community Profile
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