Where should you pause Google Adwords keyword if it doesn’t bring any conversions? After 100 clicks, if it reaches 2 times CPA or after you’ll gather 1 year data? The answer is not that obvious. There are a lot of factors to analyze before deciding to eliminate a keyword. First of all, you should have a good measue of how likely it is that it won’t perform in the future and won’t generate any sales. Here is my personal list of the factors that help me to estimate either I should give the keyword a second chance or delete it forever.
- Assisted conversions
One of the most important metric to consider before deleting the keyword is clicked assisted conversions Analyze the number of clicked assisted conversions to understood whether certain keyword assisted conversions that happened through other keywords. Let’s assume the keyword you want to delete is ‘cheap shoes’. A user searches on Google „cheap shoes”, clicks your ad but doesn’t convert. After a week, the same user searches your brand name and it converts. So, the keyword „cheap shoes” was the first touch point with your brand. If the user hadn’t found you via this term, he or she may have never converted. If you delete the keyword that assisted other keywords, the overall number of conversion might drop.
- Performance on the website
Google Analytics data helps to understand how the vistors coming from the particular keywords are engaging with the website. Compare the bounce rate and page per session of the keyword to overall stats. If the bounce rate is high, it might indicate the keyword is irrelevant – people simply don’t find on the website what they had in mind typing the keyword. However, it doesn’t mean you necessarily have to delete the keyword. Maybe it will perform better with a different landing page? The second thing you need to take in mind is that the bounce rate might be affected on the factors on your site. For instance if a user is looking for a price of product and finds it on your landing page, bounce rate will be naturally very high – which is not a bad thing at all.
- Search query report
Before deleting the keyword, it’s important to be aware of what search queries are matching your keyword. Run a search query report at the keyword level. Maybe there are a lot of irrelevant search terms that triggered impressions and clicks and the keyword will perform differently after you exclude them? Or you notice a lot of successful phrases that you can add to your keyword list and examine their performance separately? So before you stop they keyword, add or exclude high-volume search terms that was triggered by this keyword.