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Deleting Keywords (Page 2 of 2)
Before deleting any keywords consider the following:
- How well targeted is the keyword to your business?
- What is the keyword's potential if you can get the metrics to work? A keyword getting 20 clicks a month at a premium position has less potential than one getting 2,000 a month.
- Deleting campaign keywords requires human review.
- Did the ad or copy do a good job explaining the benefit of clicking?
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- Did you use the keyword in the ad or copy clearly?
- Is the landing page for the listing the best possible fit, or should you split-test other landing pages?
- What is the keyword's competitive landscape? If you provide a high-end luxury product and compete with a discounter for a commodity product, you may be doomed.
- In your PPC account do not use broad matching until you have tested the keyword.
- Is the keyword seasonal? Perhaps the keyword will work only during a certain season or event.
- Is the keyword ambiguous? Good keywords helps alleviate this problem.
- The Bottom Line: Delete keywords that are not performing.
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