Think Twice Before Pausing any Low converting Keyword in Google Adwords

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I have recently read on Google+ about this tip for Google adwords is that you should not always pause low converting keywords in adwords, you should think first about this after checking some important metrics like click-assisted conversion and last click conversion metrics within your AdWords reporting.

These low converting keywords may be assisting in the long term conversion and removing them may result in less overall conversions.

If the number is 2 or more, then there’s a chance that these low converting keywords are actually contributing to conversions on other keywords.

You can see this reporting by learning from here or you can go directly to attribution reports from Tools section at the top of the page.

Conversion terminology cheat sheet:

  • Ad clicks per conversion: The total number of ad clicks on conversion paths divided by the number of conversions.
  • Ad impressions per conversion: The total number of ad impressions on conversion paths divided by the number of conversions.
  • Assisted conversions: The number of conversions that were assisted by a particular campaign, ad group, or keyword. Assisted conversions don’t include last click conversions.
  • Attribution: Assigning value to the different interactions on a customer’s conversion path.
  • Last clicks: Any search ad click that happened just before a conversion.
  • Last click conversions: The number of conversions that had a particular campaign, ad group, or keyword as the immediately preceding search ad click.
  • Path length (impressions): The total number of search ad impressions that preceded a conversion. These could’ve been clicked or not clicked.
  • Path length (clicks): The total number of search ad clicks, including the “last click,” that preceded a conversion.
  • Time lag (from first impression): The total amount of time from when the viewer first sees one of your search ads (clicked or un-clicked) until conversion.
  • Time lag (from first click): The total amount of time from when the user first clicks on one of your search ads until conversion.
  • Time lag (from last click): The total amount of time from when the “last click” happened, until conversion. There can be significant lag from last click, as AdWords will count a conversion happening after the last click within your conversion window.
  • Top paths (clicks): Describes the sequence of search ad clicks leading up to conversion. Can be at the keyword, ad group, and campaign level.
  • Top paths (impressions): Describes the sequence of search ad impressions leading up to conversion. Can be at the keyword, ad group, and campaign level.
  • Top paths (clicks, transition only): Collapses consecutive “repeat clicks” on a conversion path.
  • Top paths (impressions, transition only): Collapses consecutive “repeat impressions” on a conversion path.
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