4 Ways to Efficiently Manage Account Downtime in PPC
Where should you focus when you have some unexpected downtime? Explore a few opportunities that have helped improve my long-term effectiveness as a PPC Account Manager.
Today’s post on Inactive Keywords is the third blog post in our 5-day series focusing on Quality Score.
Picture this: You arrive at work before the birds begin to chirp. Before you can be “bothered” by email, you log into AdWords and compulsively check your previous day’s stats. Quickly thereafter, a discovery makes your jaw hit the floor. Those wonderful new keywords you added to your account yesterday are all labeled “Inactive for Search” and doing nothing better than collecting cyber-dust.
When Google labels a keyword as inactive for search, it is their way of telling you that your Quality Score is suffering because that keyword isn’t relevant to your ad text and/or landing page. The good news is there are ways to improve your keyword Quality Score status!
“This typically occurs when keywords aren’t as targeted as they could be, and the ads they deliver aren’t relevant enough to what a user is searching for.”
So, what can you do? Here are 3 actions you can take to get your inactive keywords back up and running:
If it isn’t possible to include your keyword on the landing page or in the ad text, little red flags should be popping into your mind. Create a new ad group that can support this keyword with appropriate ads and landing pages. Google also recommends that you play around with match types (exact vs. broad) and targeting options to increase your Quality Score. While it may not be tied directly to Quality Score, also experiment with your balance of general and specific keywords. General keywords are far more likely to be labeled inactive for search and will benefit from special attention. It is recommended to use descriptive phrases over one-word keywords!
The next time you find that a keyword in your AdWords account is Inactive for Search, don’t let your jaw hit the floor. Brush off that cyber-dust and remember that you have options to get your keywords back in action. Increase your bids, get smart with Quality Score by improving your ad texts and landing page or just be patient. Choose your weapon.
If 5 days of Quality Score information isn’t enough to satisfy, stay tuned for our Google AdWords Quality Score Guide! Coming Soon.
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