What to do with non performing keywords?

What we can do with non performing keywords.

Non performing keywords are:
1) Not getting any clicks or impressions
2) Only Getting impressions
3) Getting impressions and clicks but not getting conversions. Please guide me.

 

1- Just keep it- it will influence nothing
2- Delete
3- Delete

 

if they don't perform, change them...

 

Personally, if a keyword's getting no impressions at all, I delete it. As Gothrough says, it's not making any difference, but it's untidy...

If a keyword's getting no clicks, but a lot of impressions, then one of a few things is happening:

1) People aren't seeing your advert
2) People aren't looking for what you are doing
3) Other adverts appeal more

If it's 1, then you need a stronger advert - there are 101 ways to make your adverts stand out, but whatever you do, you should be a:b testing your adverts

If it's 2, then your keywords are wrong - be more specific

If it's 3, write better adverts.



If your traffic isn't converting, then either

1) You are sending the wrong traffic to the site
2) They are landing on your site, but leaving without buying.

1 could be caused by poor keywords or misleading adverts.
2 could be caused by a lot of things - anything from navigation, to a poor checkout process, to uncompetitive pricing, or many other things.



Should you delete keywords? Ask yourself what the people searching for those terms are looking for. If it's you, then you should be able to convert at least some of them. If it's not you, then you shouldn't be bidding on it. Poor performance can be caused by a number of things, not just poor keyword selection.

 

I often hear some of the 'pros' say that if a keyword has had no impressions after 2 months - delete it.

 

first I think you need to determine why its not performing...

If there is no search volume then... delete it

but ensure its not a positioning problem first.

 

@CustardMite: Thanks for taking time and writing helpful tips. +reps.

 

change subject..eehhe

 

This goes under the cut off your nose to spite your face category...

Find out why they are non performing keywords are:
1) Look at your campaign - is the bid too low, do the ad and product offer match, does the landing page match the ad text
2) Look at the competing ads - is their writing better, do they have a better value prop? - You can use free online tools such as SpyFu, KeywordTracker, iSpionage, etc to help you with this.
3) Is your conversion tag set properly on the 'thank you page'?

 

I would like to know who gave me the infamous
"Running Up Post Count/Post Has No Value" for this thread..
I was serious CHANGE SUBJECT... WHAT ARE WE TALKING ABOUT??
FOR SURE WHO'S WISE WONT START A SITE IN A NICHE WITH LOW PAYING ADVERTISERS (ITS NOT ABOUT THE KEYWORDS DONKEY, IS THE NICHE.. )
AND IF YOU ASK AND IS HONEST, HE WILL SAY YOU TO CHANGE SUBJECT...
WHY THE "Running Up Post Count/Post Has No Value"?? MORON WHO DID IT