Comments on: Keyword Kevorkian: When Keywords Should Be Put Out of Their Misery

By: Cut Your AdWords Losses In Half – Guaranteed | The ClickEquations Blog

Tue, 21 Sep 2010 11:44:42 +0000

[...] Losses In Half – GuaranteedBy Craig Danuloff | September 21, 2010Last week I talked about killing unprofitable keywords, and promised a follow up with guidelines on making the all-important pause/delete decision.Before [...]

By: Olaf - SEM Deutschland

Olaf - SEM Deutschland — Sun, 12 Sep 2010 20:38:00 +0000

Another problem is, that thes nonperforming keywords can steal budget from the performing keywords in the same campaign. When you don’t want to delete thes keywords, you should put these keywords in an on campaign with strictly limited budget…

By: Calin Sandici

Calin Sandici — Fri, 10 Sep 2010 06:44:00 +0000

Came pretty close to doing it a few days ago (didn’t really delete). Paused the ones that were clearly underperforming, until I’ll get the chance to see why. Kept some which were, although pretty generic, defining part of the customer’s business. For the latter, I had a look at the 3 months average in conversion rate and conversion value, and lowered the CPC to a point where, if the older 3 months averages stay pretty close, they’ll become profitable (or simply prove to be out of our league). Of course, I’ll have to keep an eye on CTR, conversion rate and converted value to see if the click equations stay the same, but I think (hope, actually) I bought myself a bit of time.

By: Craig Danuloff

Craig Danuloff — Wed, 08 Sep 2010 23:33:00 +0000

Thanks LInda – I agree with the points in your post. There is definitely a kill to soon just as surely as there is a kill too late. I’m railing against those many keywords that run in deficit indefinitely. The effort to take the steps you suggest, or those that I’ll write in the follow-on post – any decision other than inactivity – are useful steps to improve the campaign. If there isn’t time or ability, however, I think I’d vote to at least pause until there is rather than paying Google to have keywords loose money. nnI once offered a CFO of a firm we were helping to pay him $0.20 on the dollar on all the keywords he was currently earning only $0.10. I promised to 2x his current return and I said I’d take all the business he could give me. I told him I was dead serious. It wasn’t until then that the fact he was loosing money all day every day really sank in.

By: Linda Bustos

Linda Bustos — Wed, 08 Sep 2010 23:13:00 +0000

Wrote a post about killing keywords that don’t convert a while ago, I think there’s justification for tightening ship, but not until some investigation is done as to why the keyword is performing poorly (broad match, landing page, campaign structure).rnrnhttp://www.getelastic.com/ppc-myth-remove-keywords/rnrnCheersrnLindarnrn