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:
1. Analyze Performance Metrics
Look at each keyword’s data individually. Key metrics include:
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Cost per Conversion (CPA): If a keyword consistently has a high CPA compared to your target, consider pausing it.
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Conversion Rate (CVR): Low conversion rate indicates poor traffic quality.
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Click-Through Rate (CTR): Low CTR may signal irrelevance to searchers.
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Quality Score (Google Ads): Low scores (e.g., below 5/10) hurt your ad rank and increase costs.
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Impressions vs. Conversions: High impressions with no conversions can be a red flag.
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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
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Broad-match keywords can pull in unrelated queries.
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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?
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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
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Don’t judge a keyword too quickly. Some need time (e.g., B2B with longer sales cycles).
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Look at seasonality—a low-performing keyword now may perform better later.
6. A/B Test Alternatives
Before removing a keyword entirely, try:
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Different match types
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Adjusting ad copy or landing page