While the title may seem unconventional, it actually represents my primary goal when setting up a new ad account. My aim is to generate as many impressions as possible while maintaining a low click-through rate (CTR). This strategy is crucial for continuously filtering out irrelevant keywords that often arise due to Google Ads’ close variant matching. By blocking thousands of irrelevant keywords, I’ve observed that the algorithm stabilizes, leading to more relevant keywords and ultimately more conversions.
Usually we do extensive research to get as many irrelevant keywords before running any ads, and add them to a negative keyword list. However, this alone is not sufficient, as new search terms may still slip through. Therefore, I’ve devised a unique technique that has proven effective.
My approach involves maximizing impressions by significantly increasing the daily budget up to 4 times while minimizing the maximum cost-per-click (CPC) as much as possible. Subsequently, I gradually increased the CPC. Although this may result in a lower position in auctions and a lower quality score due to the low CTR, it provides valuable insights into recent search terms, allowing for the blocking of irrelevant keywords.
Despite the initial decrease in quality score, switching back to a regular bidding strategy typically leads to its enhancement within a week or two. I recommend running this strategy for the first two weeks until the negative keyword list is sufficiently comprehensive, then transitioning to a normal bidding strategy.
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