Red Flags: Inefficient keywords

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How this test works

Our app scans all your search campaigns and analyzes the performance of keywords over the last 30 days in order to identify so-called inefficient keywords.

A keyword is marked as “inefficient” if one of the following two statements describe its performance:

  • 0 conversions, and spend higher than 4 * AOV. Even if one purchase happens, at most 25% of the total spent would be accounted for.
  • More than one conversion, but CAC higher than 4 times AOV.

How to resolve this problem

  • Create specific ad groups with new ad text for these keywords, if you consider these keywords to be important for your marketing strategy;
  • Create more appropriate landing pages for these keywords
  • Add these keywords to your negative keyword list.

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