Poor performance keywords need to be paused
There are certain keywords that can give a poor performance to your site. These need to be identified as soon as possible to stop the damage they have already caused.
A keyword may take time to show some positive performance. But even after a long time, there is no improvement the expert may dub it as poor performing. There is a need to find out why the keywords are not performing as they should. These can be the reasons.
- The bid of the keyword may not be high enough. If the bid is upped the website may be able to capture more traffic.
- Low search volume for the keyword. The keyword may not be the phrase that the users are searching for it may be too long-tailed. Then it would be advisable to pause this keyword. This can de-clutter the account. Getting many impressions but fewer clicks for a keyword also is a sign of underperformance. This will impact the care and quality score which can impact the result. The smart move will be to pause it.
- Too restrictive or too broad keyword match type needs to be paused. High volume but a low CTR and conversion rate are not good combinations in PPC management. Such keywords need to be paused. It can be added as a modified broad match then there is a chance of getting a larger volume and increase relevancy.
