So I am helping someone with their adwords campaign because his last guy kind of left him high and dry. We created the campaign a few days ago and it's not going as well as I would like it to go. Our CTR has been around 1-1.5% and conversions have been about 3-6% Now the guy is geo targeting about 19 states. So we have a separate campaign for each state. Inside each campaign we have about 9 adgroups. Inside each adgroup is about 200-300 keywords, so the number of keywords is about 40k. Also, every adgroup in every campaign have the same lists of keywords (broad, phrase and exact). On top of that we are split testing with a long tail national campaign with locations in the actual phrase. I know this is too much, but my question is how do we know which keywords to get rid of. Is it possible to handle a 40k keyword account and still get sleep at night? Can someone please help or put me in the right direction?
Get rid of keywords that are getting 100 impressions or more and no clicks (or move to another adgroup). Keep your keywords compact, don't fill with keywords - have a max about 20 per adgroup. Alse use negative keywords too, should increase your CTR.
This is kind of like declaring a "state of emergency". The first thing I would do would be to find out which keywords consistently that convert the best (and bring in money) and then I would put them in their own ad groups. That way you know that you are still making money while you are sorting the rest out even if you choose to pause a good part of each campaign. Secondly, since you say you have a lot of broad matches you want to quickly run a Search Query report and built a list of comprehensive list of negative keywords. This will: * save you money, * increase your click through rate * improve your Quality Score and in effect; * reduce the cost of your keywords Third, you definitely need to prune your keyword list. It will take some time but you will improve your profits drastically. Fourth, PM me if you need more detailed help.
I would suggest you to restructure you keywords. Below tips might help you. If you ask me i would say in that 40k keywords list. I can easily say that only 5% of the keywords will be giving results to you. Filter all those keywords list and restructure the campaign based on the account theme. Ensure You keep everything in a separate campaign or ad-group. So your current results will not get hampered. (Don't worry about the over all history and quality score. It ll be preserved by Google.) Next step is, delete the keywords which are not fetching the results and keep the keywords which you feel is good for your business and restructure them with out mixing with the exiting keywords which are fetching results. Check my signature if you are worried about the Quality score, its been clarified very clearly.