Hey everybody, I'm building a campaign with AdWords and wonder about when should i delete keywords. How many clicks should i get before i decide if the keyword/phrase is preforming well for me or not? Some people say a 100 clicks are a good indication, do you have another opinion? Thanks...
You can't say X amount of clicks is a good indicator in general, if you are affiliate promoting dating and get paid if someone signs up for free at a dating site you promote, 30 clicks can tell a story. If you promote insurance products 30 clicks won't be enough to say if a keyword works or not. You need to look at your good performing keywords then you'll see how many targeted clicks you need to receive 1 conversion, then you can decide when to delete/pause a keyword. Same goes for keywords that are not highly targeted but still convert well enough for you. How many clicks you receive on these not so relevant keywords until you receive a conversion? If you know this figure you can much better decide when to delete/pause untargeted keywords. What I try to say is, the best thing you can do, is to create your own statistics because it won't help you much if you ask 20 different people and get 20 different answers, because this figure is different in every market. Just get your campaign running with the most targeted keywords you can find and go from there, soon you will exactly know how many clicks you need to get 1 conversion and then my suggestion would to let every keyword generate max. 1-1.5 times the worth of a conversion to you. If it didn't generated any conversion, delete it. If it generated revenue but not enough to cover your costs, see if you can lower your bid price to make it profitable.
It's very hard to tell how many clicks you need and even then, you don't know if it's the keyword at fault or the ad. If it's an exact keyword which is doing poorly I look at what other ads are being shown around mine. If it's possible that the keyword being used can be for something else as well then I consider either deleting it or changing the ad to make it come from a different angle. For example say you were bidding for [Widgets] and people typed in Widgets but actually wanted information on widgets, whereas you are selling them - they might just be clicking your ad out of curiousity - hence why it's getting clicks but not conversions - changing your ad could mean fewer clicks but more targetted clicks, resulting in conversions. It might not necessarily be the keyword that you want to delete, it could be the ad that needs deleting/changing. I remember reading somewhere that between 20-30 clicks has been shown to be mathematically correct with regards to your query if you don't have a true value over your conversion. For instance my conversion is for further information - not a sold item, therefore I can't say for every conversion I get, I'll get X amount profit - so I use the 20-30 clicks theory (depending on my gut instincts). My keywords are in their own Ad Group so I usually go off the ad as well ... i.e if the ad has had 20 clicks I'll change the ad - but after doing this 2 or 3 times, if the keyword still has no conversions, THEN I'll consider deleting it - as it's had 2 or 3 ads and still hasnt converted.
Number of clicks doesn't matter, it's your roi that does. What is your target roi for this campaign? Figure that out first, then you can set your max spend per keyword. Once you hit your max spend per keyword, you either keep it going, (if it converts at your target roi or better), or pause it if it doesnt'. Here's an example: Target ROI: 100% Spend To Make: $1 to make $2 Maximum Spend Per Keyword: $12.50 Maximum Bid at 2.5% conversion rate: $0.31 Most people don't even think of that when starting their campaigns. It should be your first step.