One of the questions on Google’s AdWords certification exam is this:
“An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords…”
The answer they want you to pick?
“generate many impressions and very few conversions.”
How do I know this? Well, the other three choices are even more ridiculous. Plus, the exam questions and answers are littered all over the internet (another reason the AdWords certification is completely worthless).
Why do I think Google is wrong about this answer?
Well…there are certainly reasons to delete keywords…
But WHY ON EARTH would you delete a keyword that is generating conversions? What if you had hundreds of keywords that were each generating a few conversions?? You would have a few hundred conversions.
According to the AdWords certification exam, you should delete all of these keywords if they also generate a lot of impressions.
Sorry Google, there is no line of logic that makes sense here.
Sure, there are reasons to delete keywords. In my Essential AdWords Crash Course, I outline a formula I use to get rid of keywords that aren’t producing conversions (it certainly doesn’t have anything to do with impressions).
My AdWords For Local Businesses course is focused on conversions, and how to get more (not less) of them.