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When to pause keywords with low clicks/impressions

WRD
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# 1
WRD
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Hi

 

I was just wondering what everyone's thoughts are when it comes to pausing keywords which aren't performing well?

 

For example, in an ad group I may have several keywords, but quite a few of those have received no or very few clicks/impressions. Is it better to pause these keywords to improve the overall performance of the ad group, or, is it OK to leave these in, in case they start to perform better.

 

Same applies to keywords with low search volumes, should these be kept active?

 

Thanks in advance!

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Accepted by topic author WRD
September 2015

Re: When to pause keywords with low clicks/impressions

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# 2
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Hi WRD, in my experience, unless there is some external influence at work (e.g. seasonal variations, news, trends, etc.) if a Keyword is performing poorly it's unlikely to improve in isolation.  It may be that you can improve the overall performance by looking at Group structures and Ad copy, etc. but if we assume these are all perfect then there's no reason to think a poorly performing Keyword will magically spring into life.

 

I'd give it a decent shot - probably at least a week, maybe a month if impressions for the subject matter are generally low anyway - but if you know in your heart they've got to go, there's not really any point in hanging on to them.


Of course, no account setup is perfect so I'd look closely at the other elements around Keywords before dumping them.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

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Accepted by topic author WRD
September 2015

Re: When to pause keywords with low clicks/impressions

Top Contributor
# 2
Top Contributor

Hi WRD, in my experience, unless there is some external influence at work (e.g. seasonal variations, news, trends, etc.) if a Keyword is performing poorly it's unlikely to improve in isolation.  It may be that you can improve the overall performance by looking at Group structures and Ad copy, etc. but if we assume these are all perfect then there's no reason to think a poorly performing Keyword will magically spring into life.

 

I'd give it a decent shot - probably at least a week, maybe a month if impressions for the subject matter are generally low anyway - but if you know in your heart they've got to go, there's not really any point in hanging on to them.


Of course, no account setup is perfect so I'd look closely at the other elements around Keywords before dumping them.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: When to pause keywords with low clicks/impressions

Top Contributor
# 3
Top Contributor

As happens quite often I am with Jon on that;

One minor comment; if you have keywords with a low search volume (= there are impressions and clicks from time to time) - I would keep them. (Though, this is not the case you are asking about: no impressions or impressions with hardly any clicks.)

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: When to pause keywords with low clicks/impressions

WRD
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# 4
WRD
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Thanks for your help!