Keywords with bad ROI.

[Jardini]

What's your typical action for keywords with bad ROI?

Keep it in the campaign, drop the bid to make the ROI respectable. (Dropping the bid can also mean bad CTR and possibly affect the campaign history)

or

completely drop the keyword?

or

Create another campaign and put all the bad ROI keywords in

or

(Insert your plan of action here)

Any responses are appreciated

 

[mediastar100]

Kill it dead. if its not working there is no real sense in moving it to another group of bad kws that will all suck and all have bad qs and high bids.

Dave

 

[Jardini]

The thing is, they do convert, just not as well as other keywords. I am trying to figure out a way to get the best out of it while not wasting too much my time or hurting the overall campaign/account.

Anyone else wanna chip in?

 

[gopher]

Improve my ad, lp, adjust my bids.

 

[ZeroOne]

Make a specific, more targeted ad copy for that keyword if possible.

 

[tvmatt]

I usually lower bids first, and if that doesn't work, I'll usually just drop the keyword all together. If the kw has enough traffic, I'll make sure I split it out into broad/phrase/exact to see if it's just broad matching fucking me over.

After that, I usually just drop keywords - no sense in moving shitty kws into a group called "shitty kws" and spending more money on it. I group my kws pretty well to start, so moving kws around for better, more relevant ad copy usually isn't an issue.

 

[healthexpress]

Maybe its your landing page? What sort of bounce rates are you getting from these specific keywords? I assume the conversion rate is below site average otherwise it wouldn't be producing low ROI. Make a few simple changes to the page such as images and CTA prominence on the page and give that a try. If nothing improves after a month its safe to say that these are probably not ideal keywords for your industry, and your spend could most certainly be spent better elsewhere.