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How would you handle underperforming keywords in a paid search campaign?

Handling underperforming keywords in a paid search campaign involves a structured approach to identify the root causes and optimize or eliminate inefficiencies. Here's a step-by-step strategy:


1. Analyze Performance Metrics

Start by identifying which keywords are underperforming based on your campaign goals. Key metrics to evaluate include:

  • Low Click-Through Rate (CTR) – May indicate poor ad copy or irrelevant keywords.

  • High Cost Per Click (CPC) – Signals inefficiency, especially if conversions are low.

  • Low Conversion Rate – Suggests traffic isn’t taking action, possibly due to landing page issues or misaligned intent.

  • High Cost Per Acquisition (CPA) – Not sustainable if returns are poor.

2. Review Keyword Relevance

  • Ensure keywords match the intent of your target audience.

  • Check if the keywords are too broad, attracting unqualified traffic. Consider using:

3. Optimize Ad Copy

  • Align ad copy more closely with the keyword and user intent.

  • Include the keyword in the headline and description to boost relevance and CTR.

  • Test multiple versions (A/B testing) to see what resonates better.

4. Evaluate Landing Pages

  • Ensure landing pages are relevant to the keyword and provide a clear path to conversion.

  • Improve load speed, clarity of message, and call-to-action.

  • Align the offer or message with what the ad promised.

5. Adjust Bids or Pause Keywords

  • Lower bids on high-cost, low-converting keywords.

  • Pause or remove keywords that consistently fail to perform despite optimization efforts.

6. Use Search Terms Report

  • Identify irrelevant queries triggering your ads.

  • Add negative keywords to prevent waste.

  • Find new keyword opportunities from high-performing search terms.

7. Segment Data

  • Break down keyword performance by device, location, time of day, and audience to find patterns.

  • Adjust targeting based on these insights (e.g., lower bids on mobile if performance is worse there).

8. Test Alternatives

  • Test similar keywords or synonyms that might perform better.

  • Explore long-tail keywords that have lower competition and higher intent.

9. Consider Quality Score

  • If Quality Score is low, focus on:

Final Thought:

Underperforming keywords aren’t always bad—they're opportunities to refine your targeting, messaging, or bidding strategy. Continuous testing and optimization are key to long-term paid search success.

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