PPC keyword cutoff

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phil9922

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Jun 5, 2007
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When you guys run PPC campaigns, at what point do you cutoff keywords that seem to be hurting your CTR? I put up a campaign a few hours ago and its currently got a 1.66% CTR - 48 clicks : 2877 impressions.

These clicks all came in pretty quickly so I want to start improving my CTR to lower the bids. Kind of hard to explain what I am asking but I am curious as to when you remove your keywords that look to be hurting your CTR.

Do you remove keywords that are 0:65 or do you wait until the keyword hits 0:100?

I have 1 keyword that has consumed almost half of my 48 clicks so far, would you pause that one to save money until you gather data about the rest without running up your bill?
 


I usually consider each keyword its own investment (as opposed to looking at the campaign). That is, each keyword has an ROI (as beejeebers suggested). Each keyword has a CTR. But, you need a representative sample size of clicks (not impressions) before you make decisions regarding the keywords.

Depending on the market and the targeting of the keyword, I'll wait until I have 50 to 100 clicks before making a decision about the CTR. I'm reasonably good at writing PPC ad copy. So, if my CTR is below 1% (on search) after 100 clicks, something is horribly wrong. Either the keyword stinks, the ad stinks, or I need to tighten the targeting.

Before dropping the keyword, I'll consider the latter two potential problems.

First things first... choose a number of clicks for each keyword that will serve as a sample size (for example, 100 clicks). That way, you're making business decisions based upon a process rather than emotions.

I hope that makes sense.
 
Does it make a difference if you test your keywords for click data quickly or over time?

Example: if I'm testing keyword conversions and I'm getting 10 clicks a day, to make a decision at 100 clicks it's going to take a while. Then you have an option to raise bids and get all 100 clicks in one day. Although from what I've seen you coversions can vary depending on the day (weekend, weekday,etc..) and even time of day.

So would you suggest to test your keywords out over a certain amount of time, or test them as quickly as possible?
 
I am very new to PPC and to mrktn: I've been doing this for maybe 2 weeks and I can already tell you day of week/time of day has a huge impact on conversions depending on what you are promoting.

I'm a believer in 'go big or go home' so the niches I've started off in have been very competitive ones. When I'm paying $3 per click I'm not going to wait until I get 100 clicks on a keyword and no conversions before dropping it, which is what I was trying to get at in my original post. 100 clicks is definitely a good amount of data, but if you have 1000 keywords at $2-3 each, you've got to have a cutoff way under 100 clicks during trial periods.

1000 keywords x 100 clicks x $2 click = $200k. That is not even close to what I consider a trial/data gathering period.
 
phil9922 said:
I am very new to PPC and to mrktn: I've been doing this for maybe 2 weeks and I can already tell you day of week/time of day has a huge impact on conversions depending on what you are promoting.

I'm a believer in 'go big or go home' so the niches I've started off in have been very competitive ones. When I'm paying $3 per click I'm not going to wait until I get 100 clicks on a keyword and no conversions before dropping it, which is what I was trying to get at in my original post. 100 clicks is definitely a good amount of data, but if you have 1000 keywords at $2-3 each, you've got to have a cutoff way under 100 clicks during trial periods.

1000 keywords x 100 clicks x $2 click = $200k. That is not even close to what I consider a trial/data gathering period.
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So how many clicks will you let it go before moving on? Also how is your method working so far? Are you losing?
 
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