It's time to identify poor-performing keywords and make them work harder for you. You'll want to improve the relevance of your keywords to help boost their performance, modify the match types for those that aren't helping you meet your advertising goals, or delete duplicate keywords in your account. This article shows you how to find low-performing keywords and helps you understand how to fix them.
Improve your keywords' relevance
You'll want to make sure that your keywords are relevant to your product or service. That way, customers are more likely to click your ad as they search for specific terms, which can help improve your click-through rate (CTR) and Quality Score. Think about it: if you run a floor waxing business, you probably don't want your ad showing to people searching for hair waxing salons. Here are some ways you can improve your keywords' relevance:
Try replacing a single-word keyword with terms or phrases. Use keywords of two to three words that potential customers are likely to use to describe your product or service. In some cases, this means that you'll want to make keywords that are too general more specific.
| Broad keyword | Specific keyword |
| waxing | wood floor waxing |
| floors | floor waxing services |
| cleaning | floor cleaning services |
Make sure that your keywords are relevant to the ads in your ad groups. Let's say that the ads in your ad group are about the services that you specifically provide for pinewood floor waxing. You might want the keywords in that ad group to include the term pinewood. You can try using Google Ads dynamic keyword insertion (Google Ads accounts only) to dynamically update your ad text to include one of your keywords that matches a customer's search terms.
Group your keywords by themes based on your product or service. And make sure that your ads are about your keyword themes. That way, we can show more relevant ads to potential customers when they're searching for a specific product or service. You can also look at your company's website layout to get an idea of how to group your keywords.
Modify your keyword match type
Once you've segmented your keyword performance data by search terms match type, you can identify which match types are working well for which keywords and searches, you can refine match types for all your keywords to better hone in on the right customers.
Example
Let's say that your keyword list includes the broad-match keyword floor cleaning. When you apply the search terms match type segment, you'll see performance data for search terms that are the broad-, phrase and exact matched versions of your keyword. For example, a phrase matched search term might be floor cleaning services. If you see that floor cleaning has the highest click-through rate (CTR) from people searching on the phrase matched version of your keyword floor cleaning services, you could add floor cleaning as a phrase match keyword and apply different bids to the phrase and broad-matched versions of the keyword.
Use filters to improve your keywords
Filters are a quick way to sort your keyword performance data and identify low-performing keywords. You can filter your keyword data by 'Status' to see which keywords have low search volume or, for instance, those that aren't showing your ads because they've been disapproved. Then, you can change your keywords with low search volume to a more general variation to help increase your traffic or fix any disapproved keywords. Here are some other filters that you can use to see poor-performing keywords:
- Try using the Quality Score filter to see which keywords have a low Quality Score. For example, you can choose to see keywords with a Quality Score less than 3. Then you can make changes to your keywords, such as making them more relevant to your ads or landing page, to help improve their Quality Scores.
- Filter your keywords by click-through rate (CTR) to see which keywords get you a lot of impressions, but few clicks. For example, you can filter keywords with a click-through rate that's less than 1% and then make changes to those keywords so that they're more relevant to your ads.
- In Google Ads accounts, filter your keywords to see which ones are below your first page bid estimate. Then, you can increase the cost-per-click (CPC) bids for keywords that aren't showing ads on the first page of Google search results based on your first page bid estimate.