Comments on: Campaign Maintenance – Removing dead keywords

By: Mustang87

Mustang87 — Fri, 05 Sep 2008 14:00:19 +0000

if you’re not ready to delete the keywords with 0 impressions, why not just move them into another ZI (zero impressions) ad group…. then monitor it
for however long you think is necessary. Perhaps changing the ad text, bid/position may help in getting that keyword some impressions. Also, review your negative keyword list…. when new products/services are added to the site (and to your list of keywords), there may have been previous negative keywords preventing them from showing up.

By: Matt

Matt — Tue, 19 Feb 2008 01:31:56 +0000

Sure its the CTR that bears the brunt

By: Mary

Mary — Thu, 31 Jan 2008 19:24:23 +0000

RE: Just got confirmation from Yahoo. While beating around the bush they said that you should move all lower performing keywords out of your campaigns and keep the higher performing ones together.

Lower performing does not mean 0 impressions…if it’s performing at all then it’s not 0 impressions. 0 impressions have no bearing on performance – this is NOT accurate. taking out 0 impression will make you account more manageable – but does not affect quality.

By: Chad

Chad — Wed, 30 Jan 2008 16:50:58 +0000

Thanks for posting that Anais. Good to know Yahoo is honest about it. I have proved through my own campaigns that dead keywords do affect QS whether they want to admit it or not.

By: Anais

Anais — Wed, 30 Jan 2008 13:38:21 +0000

Just got confirmation from Yahoo. While beating around the bush they said that you should move all lower performing keywords out of your campaigns and keep the higher performing ones together. Thus meaning…zero impressions/clicks does hurt your quality index. Google responded by saying “with regard to your AdWords quality score, your zero impression keywords have no bearing.” – I am still skeptical of this but at least we’ve been told straight from the Search Engines.

By: PPC Manager

PPC Manager — Tue, 29 Jan 2008 23:12:07 +0000

Well one thing is for certain, leaving dead keywords skews the CTR by having impressions that never get clicks. This is what will definitely cause Quality Score Issues. I question though if the impression count is Zero and the Clicks are Zero if it has that much of an effect.

The reality is though that we should always be ceaning up campaigns. If you aren’t it means you aren’t really paying attention to the numbers the way that you should be anyway.

By: Daniel Kagan

Daniel Kagan — Tue, 29 Jan 2008 22:06:05 +0000

Its all about relevancy and 0 impressions after 3 months has to effect your quality score. Thanks Chad, its good to be reminded – looks like its spring cleaning time for my clients.

By: Anais

Anais — Tue, 29 Jan 2008 18:31:35 +0000

Is this referring to Google and/or Yahoo? Both have a quality score/index value.