Don't Purge—Peel!
Are you tired of low-performing keywords that pull down your click-through rates (CTRs) in entire ad groups? Well, you're not alone. Anyone who's tried PPC knows how frustrating it can be trying to get keywords to perform like they should.
But hold on—before you go deleting mass quantities of terms that just aren't working, I'd like to share with you a strategy that might help you deal with those offenders and force them to perform as they should.
When particular terms don't seem to be working—or their cost per acquisition is too high—it sometimes helps to do what's called a "Peel and Stick." This means "peeling" them from their present ad group, "sticking" them in an ad group all their own, and writing ads designed just for those terms (rather than performing mass deletions).
Hopefully, this achieves two desired results:
- Gives non-performing terms a chance to improve elsewhere
- Keeps non-performers from dragging down the overall CTRs in their previous ad groups
Once you move non-performers into their own ad groups, watch them closely to see if their CTRs improve. If not, you can then delete them altogether, knowing you've done everything possible to help them perform.
If you haven't tried retaining keywords using the old peel and stick method, I'd highly recommend it. It's a great alternative to simply deleting keywords up front; and their performance on their own might just surprise you! :)
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Comments
Great tip Penny!
For some reason "peel and stick" reminds me of "bend and snap" from the movie Legally Blonde.
And yes, I know I just admitted that I watched Legally Blonde...
Posted by: James Omdahl | December 5, 2006 07:50 AM