Here are a few common scenarios

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It's also important to remember to make sure negatives don't block terms that might be beneficial to your account so be sure to review your current negative list settings. Pause Under-Performing Keywords How do you know if a keyword is under-performing? First make sure it's been running long enough to get enough data to make this determination. If a keyword has only been running for a few days I recommend giving it more time to accumulate data rather than pausing it immediately. Also do your homework before pausing keywords.

Investigate to find out why your keywords are performing poorly. I Sri-lanka phone number library often see where keyword bids aren’t high enough. Review page CPC and top of page bid estimates to make sure your bids are competitive enough. In Christy's ad group "Women's Ski Jackets" I noticed that she had about 10 keywords with a maximum CPC bid of just cents; in this case Christy might get more traffic if she raised her bids .

This keyword has low search volume. If a keyword is not generating much traffic even though you bid enough then the keyword may be too long tail or just a phrase that users are not searching for. I recommend pausing these keywords to tidy up your account. It's also important to pause keywords that get a lot of impressions but little or no clicks as this can hurt your CTR and Quality Score. Keyword "" is paused because it received more than impressions but only clicks with a CTR of only .