What Should I Do if the Leads I’m Getting from Certain Keywords Are Too Expensive?

Short Answer: If the leads you’re acquiring from certain keywords are too costly, consider excluding those keywords or removing them from your campaign. Remember, Google Ads is fundamentally a numbers game where it’s crucial to evaluate whether the cost of obtaining a conversion is worth it for your business.

Full Explanation

When running ad campaigns, not every keyword will perform equally. Some keywords may generate leads, but at a higher cost than you find acceptable or profitable. In such cases, it’s important to carefully assess these keywords. If the expenses outweigh the value or the potential revenue generated from these leads, removing or excluding these keywords from your campaigns can save you money and improve overall profitability.

Since advertising on platforms like Google Ads involves continually optimizing your campaigns, the numbers game aspect means that keeping only well-performing keywords aligned with your cost goals is essential. This approach ensures that your budget focuses on areas with the best return on investment.

Step-by-Step Breakdown

Review your keywords and identify which ones have high costs per lead.
Compare the cost of conversion against the worth or value each lead brings to your business.
Decide if the high cost for these keywords is justifiable within your budget and revenue targets.
If not justifiable, either exclude those keywords or remove them entirely from your list.
Continuously monitor your campaigns to maintain an efficient balance between cost and quality of leads.

Real Examples

While specific examples are not provided here, the general concept applies universally: if a keyword consistently produces leads that cost more than you’re willing to pay based on the conversion value, it should be removed from your campaigns to optimize results.

Common Mistakes

Continuing to bid on high-cost keywords without evaluating their conversion value.
Failing to regularly review and adjust keyword lists based on performance data.
Ignoring the overall profitability and focusing solely on lead volume.

FAQs

Is it better to exclude expensive keywords or pause them temporarily?

Excluding or removing expensive keywords is advisable if they do not justify their costs. Temporary pausing can be useful if you want to test alternative approaches.

How often should I review my keyword list?

Regular reviews help maintain cost efficiency, though the exact frequency depends on your campaign scale and budget.

Can removing high-cost keywords reduce total leads?

Yes, it can reduce lead volume but will likely improve overall profitability by focusing on more cost-effective keywords.

Key Takeaways

Evaluate the cost-effectiveness of leads from every keyword.
Exclude or remove keywords that produce leads too costly for your business.
Remember, Google Ads success requires ongoing optimization and assessing if conversion costs align with your value.