What should be the keyword threshold if the keyword is overspending and
does not generate any sales? Great question. And it depends on how much
you have the budget, first of all, to test and secondly, how aggressive you want to be.
So let's say if you think in a way that my cost per conversion, I'm looking at $50. Right?
If I don't get a lead or a conversion for $50 from a certain keyword, I'm going to stop it. Or you
can say, I'm prepared to go 1.5x, spend that much money off to my target CPA, which is $50. So I'm
prepared or you all your clients are prepared to spend $75, or I'm going to spend double
the target CPA, which is $50. So that means $100. So whatever that number is,
that is your threshold. I cannot tell you because I don't know the business, I don't know the
numbers, and I don't know the budgets. So you make out and you work out what number you want to pause
the campaign. And then that's how you or your team should filter out any keywords which have spent
more than 1.5x or 2x your target CPA and zero conversions, you pause them. If you find that
your bull's eye-like keywords are not converting, then it's not a problem with the keywords because
you know that let's say you are selling iPhones and you are bidding on buy iPhone 14.
And if they're not converting on that, which has got a very high intent for purchase,
then the problem is somewhere else. Then you need to look at your website, your landing page.
There's some problem. There's no problem on the keyword because the keyword has got the intent.
Then you need to start optimizing. And this is what we call conversion rate optimization (CRO)
you need to optimize, keep optimizing it’s not just Google's fault that you don't get
the conversions. Google is just, I would say 20% to 30%. Then the rest happens on their
website. When you get the click, how long they are staying for? Are they scrolling to the bottom of
the page? Are they engaging with your content? Are they clicking on the video view button,
time on site? Are they clicking the add to cart button? And if they are, why aren't they adding
the billing information and proceeding to the thank you page? So that funnel needs to be
sorted out. And this is where you need to measure each step of the funnel and see where the leakage
is happening. And if there is a leakage which is happening on step one or step two or step three,
then you optimize that part of the funnel and not just the keywords or the ads, because you know
you're getting the right click on the keyword for the right ad. Make sure the ad is also good. And
it does say iPhone 14 and not iPhone X. Because if they come to your website and they're looking for
iPhone X and you are selling iPhone 14, they are not going to convert. So you've got to make sure
you have got complete alignment from your search terms. The keywords, the ads and the landing page.