Tag Archives: quality score

Turning Underperforming Keywords in Google Adwords into Traffic Generators

Most PPC campaigns are subject to the 80-20 rule (aka the Pareto principle) which states that approximately 80% of any given effect comes from 20% of the causes.  Applied to a PPC campaign, 80% of the conversions probably come from 20% of the keywords.  Most likely, you correctly focus most of your analysis and efforts on that 20%, but what about that other 80% of your keywords?  They probably convert every so often but clearly, they are underperforming.  Since they are relevant to your business, pausing or deleting them is not a good idea.  The only real option is to …

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