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Should I delete keywords that have never converted?

Should I delete keywords that have never converted?

The answer is no, unless these keywords are irrelevant to your products and services.

Before deleting keywords that never converted:
– Analyse Search Attribution, Assisted Conversions | Click-Assisted Conversions and Assisted Conversions | Impression-Assisted Conversions.

Search Attribution
Search attribution helps you to identify which keywords helped a conversion path leading to a conversion.

TOOLS & SETTINGS > Search attribution.

There are several attribution models

If your attribution model is set to ‘Last click’, the model assigns 100% credit to the final touch point, for example, a click that immediately precedes a conversion.

Your attribution model is selected with your conversion actions.

The attribution model is only available for clicks on Search Network and Shopping ads on google.com, Google Analytics, phone call, and import conversion actions, and not for interactions with Display Network ads, app, and in-store conversions.

To change your attribution model: TOOLS & SETTINGS > Conversions > Your conversion action > Attribution model.

Watch video.

Watch it on YouTube (Larger version)

Assisted Conversions | Click-Assisted Conversions
The Click-Assisted Conversions report shows you how many conversions each campaign, ad group, keyword and match type were assisted with a click.

You can analyse ‘Last Click Conversions’, ‘Last Click Conversion Value’, ‘Click-Assisted Conversions’, ‘Click-Assisted Conversion Value’ and
‘Click-Assisted Conversions / Last Click Conversions’.

TOOLS & SETTINGS > Search Attribution > Conversions > Assisted Conversions > Click-Assisted Conversions.

Assisted Conversions | Impression-Assisted Conversions
The Impression-Assisted Conversions report shows you how many conversions each campaign, ad group, keyword and match type were assisted with an impression.

You can analyse ‘Last Click Conversions’, ‘Last Click Conversion Value’, ‘Impression-Assisted Conversions’, ‘Impression-Assisted Conversion Value’ and ‘Impression-Assisted Conversions / Last Click Conversions’.

TOOLS & SETTINGS > Search Attribution > Conversions > Assisted Conversions > Impression-Assisted Conversions.

Attribution Modelling
The Attribution Modelling report compares two different attribution models side-by-side.

This example compares the ‘Last click’ attribution model to a ‘Position-based’ attribution model.

You can compare Conversions & Cost/conv. and Conversion Value & Conv. value/cost for these attribution models: ‘Last click’, ‘First click’, ‘Linear’, ‘Time decay’ and ‘Position Based’.

Different attribution models
For example, you have a holiday booking website.
A customer clicks your Google Ads after performing each of these searches:
‘holiday France’.
‘beach holiday France’.
‘cheap beach holiday France.
‘cheap beach holiday all included France’.

The customer visits your website and books a holiday after searching for ‘cheap beach holiday all included France’.

Different attribution models are important to assign credit to each keyword that contributed to the final conversion.

Last click model
In the ‘Last click’ attribution model, the last keyword searched, ‘cheap beach holiday all included France’ receives 100% of the credit for the conversion.

First click model
In the ‘First click’ attribution model, the first keyword searched, ‘holiday France’ receives 100% of the credit for the conversion.

Linear model
In the’ Linear’ attribution model, each keyword shares equal credit, 25% each, for the conversion.

Time decay model

In the ‘Time decay’ attribution model, the keyword ‘cheap beach holiday all included France’ receives the most credit because it was searched closest to the conversion. The ‘holiday France’ keyword receives the least credit as it was the earliest.

Position-based model
In the ‘Position-based’ attribution model, ‘holiday France’ and ‘cheap beach holiday all included France’ each receive 40% credit, while ‘beach holiday France’ and ‘cheap beach holiday France’ each receive 10% credit.

Data-driven model
In the ‘Data-driven’ attribution model, each keyword receives part of the credit, depending on how much it contributed to driving the conversion.

Best practices
Last click model
– Use ‘Last click’ model to evaluate which landing page converts better, as this model does not take into consideration how customers find you in the first place. Use Top conversion path to evaluate how channels interact along a conversion path.

First click model
– Use ‘First click’ model to evaluate which keywords have started the path to conversion. These keywords are very useful to find new potential customers.
However, you need to carefully evaluate all the channels that lead to conversions.
This model is good if you focus on brand building and awareness.

Linear model
– Use ‘Linear’ model to evaluate the keywords path to conversion. These keywords are valuable to follow your customers along their buying funnel.
For example, your business depends on customer engagement and repeated revenues.
This model allows you to understand better your customers’ journey.
However, as per the ‘First click’ model, you need to carefully evaluate all channels that lead to conversions.

Time decay model
– Evaluate the ‘Time decay’ model by analysing different time cycles.
For example, a 30 days look back if your business relies on short sales cycles, and you aim to convert users as soon as possible.
While a 90 days look back is more appropriate to evaluate potential future buyers.
The ‘Time decay’ model works best for B2B (Business to Business) businesses and well known brands.

Position based model
– In the ‘Position based’ model, the first and last click receive 40% of the credit, while every other click in between receives 20% evenly distributed.
With this in mind, use the ‘Position based’ model to understand better your audiences, and which channels are best to convert these audiences.
‘Position based’ is a good option to switch from ‘Last click’.

Data driven model
– The ‘Data-Driven’ model uses technical algorithms and assigns different weights to the touch points on your customer’s conversion path.
Use ‘Data-Driven’ model to evaluate and optimise your most successful channels as each channel receives the weight it deserves.
Use ‘Data-Driven’ model to leverage Smart Bidding, if you have strategies in place.
However, the ‘Data-Driven’ model is only available to Google Analytics 360 customers.
For more details about Google Analytics 360 visit: https://marketingplatform.google.com/intl/en_uk/about/analytics-360/

The most suitable model
– Analyse the Attribution Modelling report to find opportunities. Choose the most suitable model for your business based on conversions and the top conversion path.

Bidding
Optimise your bids based on your chosen attribution model.
If you’re changing your attribution model from the ‘Last click’, to a new model, test this new model first to determine if it affects your conversions.


Extract from my Book ‘Making Google Ads Work’.

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