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Ngram crazy idea
I am thinking about taking every one gram that spent any money over the last year with 0 conversions and negating them. I will then take any potential savings and boost impression share on all keywords in the account. Any thoughts on this approach? I think the payoff will be greater than the thousands of one of queries we get and it will allow me to focus on everything that converts.
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1 Reply
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As long as you don’t remove things that do convert…. nothing crazy about this idea. We have done the reverse in ad accounts. Take everything that has converted and build out your search campaigns based on that data. It works.
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I generally prefer to have some sort of filter (i.e. if you have a 10% conversion rate on good/organic/etc. traffic, I’d want to see at least 10 clicks with 0 conversions before excluding).
Otherwise one person searching a highly relevant search who didn’t convert could throw your entire approach off.
i.e. lets say you sell exclusively red floor length designer ball gowns. You get a lot of conversions from “ball gowns” and “designer gowns”.
But one person searched “beautiful red floor length gown – designer” but didn’t buy.
You’d be negating that search, and all future searches, because that one person happened to not convert.
That’s why using a typical conversion rate or some other filter into the convo will help you eliminate that noise and focus on the ones that are actually taking spend and not converting.
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