Question

I have a junk removal company and do my own Google Ads. I'm using modified broad match modifiers. I have several ad groups. I use every keyword that I can think of for my industry. Some of the keywords have zero clicks. Should I pause or delete those keywords since they aren't being searched? Or keep them?  

Answer 1

Why are you using BMM? Isn’t that too vague? I mean, it could show up anywhere for all parts of these keywords.  

Comments

Seems to work best for me. I'll get a bad click every once in a while. To me is seems like a happy medium.  

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There’s nothing bad about if only it works. Did you try to use the best performing and make SKAGs out of them by chance? Just out of curiosity. The answer to your question would be to pause or tweak them by the way. You can see which searches are triggered in the search terms in the campaign.  

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Nope, haven't tried any of those. I don't even know what a SKAG is but I'll look into it.  

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I know what SKAG is now. Haven't tried that.  

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Maybe that would help tickle a few more clicks and lower the CPC at the same time.  

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Thanks for the info.  

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It won't show up everywhere if you have a strong negative list. BMM can keep your CPC lower, especially in really contested markets.  

Answer 2

Skags are horrible

Answer 3

You need to learn how dynamic keyword insertion works. it’s advanced. you probably won’t do it but it’s the answer to you problems

Comments

@penicillin you don’t agree clearly. But dki literally improved the quality score on every keyword

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Well, first thing you say is SKAG's are horrible. Though I wasn't on board with the SKAG craze of last year (or '17), I have found that if you get low IS on certain keywords, breaking out those similar keywords into their own ad group can dramatically increase your IS. As far as dynamic KW insertion, I don;t think this will help with the OP's problem.  

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Breaking it out does help but DKI forces you to make sure the keyword makes sense in the ad. Driving down the cost of the click dramatically and inserting the keyword into the ad

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The reason you are getting low impression share is because your Exp CTR (one of the 3 factors in quailty score) has a “below average” grade.  

Answer 4

This is all personal preference. I set my timeline back 90+ days and if there are 0 impressions on them then I remove them. It's not hurting the account, however, it's mentally taxing to go through them all or filter them out each time. If you don't have any impressions for 90+ days then why waste that mental space? BUT, some keywords are seasonal, so I do give them 90 days to prove themselves before killing them. If you ARE getting impressions and no clicks, that's a totally different story. but it sounds like you're clear on that already. Good luck!