Reviewing Keywords with High Impressions and Zero Clicks

Objective:

The objective of this SOP is to review keywords in a Google ad campaign that have high impressions but zero clicks in order to optimize performance and increase click-through rates.

Key Steps:

1. Open the Google ad campaign and navigate to the search keywords section.
2. Ensure that no keywords are selected and set the date range for approximately 1 month or 4 weeks.
3. Filter the keywords by impressions from highest to lowest.
4. Look for keywords with more than 25 impressions but zero clicks.
5. Select the keyword(s) with high impressions and zero clicks for further review.
6. Check the ad relevance of the selected keyword(s).
7. If the keyword is a phrase match, change it to a broad match type for further testing.
8. Monitor the performance of the keyword after changing the match type.
9. Review the search terms to watch out for any extraneous terms that may affect performance.
10. Consider adding negative keywords if necessary to optimize performance.

Cautionary Notes:

• Before changing the match type of a keyword, ensure to check its performance for the previous month to confirm the lack of clicks.
• Be vigilant in monitoring the performance of keywords after making changes, especially when switching from phrase match to broad match.
• Watch out for extraneous search terms that may start showing for your ad after changing the match type.

Tips for Efficiency:

• Regularly review keywords with high impressions and zero clicks every 4 weeks to optimize performance.
• Refer to the video on adjusting keywords based on less than 10 impressions for additional insights.
• Prioritize keywords with high impressions and zero clicks that also have below-average ad relevance for optimization.
• Consider pausing keywords that do not show improvement in performance even after changing the match type.