Why Identifying Underperforming Keywords Matters
Running a Google Ads campaign without monitoring keyword performance is like driving with your eyes closed. You might be spending money, but not in the most effective way. Knowing how to identify underperforming keywords is critical for improving your Google Ads keyword optimization strategy, reducing wasted ad spend, and maximizing ROI.
This guide is designed to help PPC beginners and marketers alike recognize the early signs of poor keyword performance, analyze them using data, and take corrective actions confidently.
Understand the Key Metrics That Define Performance
Before you can fix an underperforming keyword, you need to understand how to measure its performance. Google Ads provides a wealth of data, if you know where to look.
Here are the primary metrics you should monitor:
1. Click-Through Rate (CTR)
CTR is the ratio of users who clicked on your ad versus how many times it was shown (impressions). A low CTR often signals that your ad copy isn’t resonating with your audience or that the keyword isn’t relevant enough to your ad.
Benchmark Tip: A CTR below 3% for search campaigns is often considered underperforming, though this varies by industry.
2. Quality Score
This Google-given score (from 1 to 10) reflects the relevance of your keywords, ad copy, and landing page experience. A low score (under 5) typically results in higher CPCs and lower ad rankings.
Action Step: Check keyword-level Quality Scores in the “Keywords” tab and prioritize improvements where you see 3s or lower.
3. Conversion Rate
A keyword might generate clicks but no conversions. This is a red flag. Low conversion rates usually mean your landing page isn’t aligned with the keyword intent, or your offer isn’t compelling enough.
Quick Fix: Ensure your landing page content and CTA are tightly aligned with the keyword’s user intent.
4. Cost Per Conversion
Also known as CPA (Cost per Acquisition), this metric helps you determine whether the keyword is cost-efficient. If a keyword drives conversions at a high cost, it’s worth reevaluating.
Example: If your target CPA is $30 but a keyword averages $65, it’s time to optimize or pause.
How to Pinpoint and Handle Underperforming Keywords
Once you’ve reviewed the core performance indicators, it’s time to take action. Here’s a structured approach to finding and fixing underperforming keywords in your Google Ads Search campaigns.
1. Segment and Filter Your Keyword Data
In your Google Ads dashboard:
- Navigate to Campaigns > Ad Groups > Keywords
- Apply filters such as:
- CTR < 1.5%
- Quality Score < 5
- Conversions = 0 (with a minimum of 50+ clicks for accuracy)
- Cost > Target CPA
These filters help you isolate problematic keywords quickly.
2. Audit Search Terms
Use the Search Terms Report to identify which actual queries triggered your ads. You might find irrelevant or broad match terms inflating costs without driving conversions.
Pro Tip: Regularly add irrelevant queries as negative keywords to avoid wasting ad spend.
3. Assess Keyword Match Types
Broad match keywords can often bring in low-quality traffic. If you notice underperformance, consider shifting to Phrase Match or Exact Match to gain tighter control.
Bonus Insight: Broad match + smart bidding can still work if you have enough conversion data and budget. But beginners should start with solid match types.
4. Refine Ad Copy and Landing Pages
Underperforming keywords may be signaling a mismatch between searcher intent and your ad message or landing page. Make sure:
- The headline reflects the keyword.
- The CTA is clear and matches user intent.
- The landing page delivers what the ad promises.
Example: A keyword like “free tennis coaching tips” should not land users on a paid course page.
5. Pause or Bid Down on Low Performers
If a keyword is draining your budget without improvement after several tests, it may be time to pause it or reduce the bid.
Pro Tip: Don’t just pause immediately. Always test ad variations, landing pages, and match types before deciding.
Bonus Tips for Better Google Ads Keyword Optimization
Optimizing Google Ads keywords isn’t a one-time task, it’s an ongoing process. Here are a few bonus strategies to keep your campaigns sharp:
- Use A/B Testing for Ads: Run multiple versions of ads tied to the same keyword to see what performs best.
- Leverage Google Analytics: Use post-click data to track on-site behavior for different keywords.
- Review Trends Regularly: Keyword performance can change over time due to seasonality, competition, or industry shifts. Don’t assume past success means future ROI.
- Automate Reports: Set up scheduled performance reports so you can regularly monitor keyword health without manual effort.
Final Thoughts
Mastering Google Ads keyword optimization begins with identifying which keywords are working and which aren’t. By consistently monitoring key performance indicators, refining your strategy based on real data, and making smart decisions around bidding, targeting, and copy, keyword Selection, you’ll not only reduce waste but also drive better results for your Search campaigns.
Every underperforming keyword is an opportunity waiting to be optimized. Start analyzing today, and let your ads work smarter not harder.