After How Many Clicks Without a Conversion Do You Delete a Keyword From a PPC Campaign?

Hi Nate,

The right answer varies based on whether it is a low priced offer with an expected high average conversion rate, or a high priced offer with an expected relatively lower conversion rate.

There are other things to consider as well. Are the lack of conversions due to less than optimal ad text, or less than optimal landing page design? Sometimes it isn't the keyword, but one of those other factors. For example, an ad with relatively low CTR may have a much higher average CPC due to the resulting poor quality score. This would make it seem that the keyword needs to be deleted, when the real solution is the ad needs to be rewritten with more compelling ad text.

Since PPC ad programs are mostly auction based systems, rather than deleting keywords, first try lowering your maximum bid, and rewriting your ad text. Between those to actions you can often tweak the performance of the keyword.

If, after lowering your bids to reach a break-even point on the keyword, you are no longer receiving impressions then you know that you have a keyword that needs better ad text, or improved landing pages. If you are not able to get satisfactory improvement with ad text and landing page changes then you may as well delete the keyword.