- ✅ Irrelevant
- ✅ Unprofitable
- ✅ Have low click-through-rates, CTR
- ✅ Have low conversion rates, CVR
Your PPC campaigns appear in thousands of impressions, but only a few people click.
ACOS is constantly frightening your wallet?
Read this case study till last to learn how we can use negative keywords to increase CTR and Conversion.
Before we jump into the case study, let’s know what negative keywords are.
And why do we do that?
Because these keywords are highly irrelevant to our product, due to this irrelevancy between
search terms and product, CTR and conversion rate are very low as compared to impressions.
That’s why we target negative keywords and show our ads only on relevant keywords.
In the following case study, we’ll try to teach you the importance of negative keyword targeting
with the help of an example.
Challenge:
We took over this account in June when its ACOS was 110% (check the attached screenshot).
The niche was very broad, and audience targeting was a major challenge for us. Our task was to
decrease ACOS.
After a deep analysis of all campaigns, we observed the following challenges that generally
increase the ACOS:
- ✅ Very low CPC niche product
- ✅ Most keywords are generic keywords
- ✅ Very low conversion rate
Results:
As you can see in the graph, within 30 days, sales’ crossed ad spend and continuously ACOS id dropping. During 5 months, ACOS has been decreasing by 45%, and in Q4, we expect to drop it further.
We are assuming that you have learned the importance of negative keywords.
Further, if you want to know how to find negative keywords and target them, type “yes” in the comments.
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