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How do you determine which keywords to pause or remove from a campaign?

To determine which keywords to pause or remove from a campaign, you typically evaluate performance data over a sufficient time frame. Here are the key steps and metrics to consider:

How do you determine which keywords to pause or remove from a campaign?

1. Analyze Performance Metrics

Look at each keyword’s data individually. Key metrics include:

  • Cost per Conversion (CPA): If a keyword consistently has a high CPA compared to your target, consider pausing it.

  • Conversion Rate (CVR): Low conversion rate indicates poor traffic quality.

  • Click-Through Rate (CTR): Low CTR may signal irrelevance to searchers.

  • Quality Score (Google Ads): Low scores (e.g., below 5/10) hurt your ad rank and increase costs.

  • Impressions vs. Conversions: High impressions with no conversions can be a red flag.

  • Spend with No Conversions: If a keyword has spent significantly without converting, it’s often a candidate for pausing.

2. Look for Irrelevant or Broad Terms

  • Broad-match keywords can pull in unrelated queries.

  • Use Search Terms Report to find and exclude irrelevant queries by adding them as negative keywords.

3. Evaluate Intent and Relevance

Ask: Does this keyword align with your offering and customer intent?

  • For example, "free" in a keyword may attract non-buyers.

4. Consider the Funnel Stage

Some keywords may be top-of-funnel (awareness) and not immediately convert. Decide if these still have value (e.g., assisting conversions) before pausing.

5. Time & Seasonal Considerations

  • Don’t judge a keyword too quickly. Some need time (e.g., B2B with longer sales cycles).

  • Look at seasonality—a low-performing keyword now may perform better later.

6. A/B Test Alternatives

Before removing a keyword entirely, try:

  • Different match types

  • Adjusting ad copy or landing page

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