Hi all A keyword, let us say "Flight to new york" has performed well last month and had given gud conversions, but this month same keyword getting gud impressions and clicks, but very few conversions and because of that cost per conversion is very high. Now confusion is this, what to do with that particular keyword. 1- Pause it 2- Delete it 3- Reduce/Increase bid amount 4- Go with match type
step 1 is find out why the conversion rate dropped. Did price per ticket go up? step 2 reduce CPC bid until CPA is in line with ROI goals. Only pause it or delete it when all hope is lost
some time i feel that some of top performing keywords do not perform merely because of market trends and competition. Don,t u all think it could be a legitimate reason!!!
it could be market trends - the whole market's pretty volatile at the moment. If I was you though I'd also take a look at your matching - run a keyword report - separate out your broad, exact, and phrase matches in a spreadsheet - then look at the ROI on each of them. You may well find that your broad matches are dragging your entire account down and may just have to pause the broad matches, whilst exact mathc may well still be profitable