Clicks but no sales - what's the cutoff?

[SteveG]

The tuning thread talks about deleting the poor performing kws and ads, but what about those kws that are getting clicks, good to great CTR, but not converting.

How far do you let them go until you kill them?

[artarmon42]

I usually wait until the # of clicks cost > 3x the revenue from a successful action. So, for an offer with a $10 CPA, I usually spend $30 for ONE specific keyword before deciding that that keyword doesn't convert.

But of course, that's with experience in knowing what is and is not a targeted keyword. Most people "think" a keyword is targeted when it fact it isn't. I don't use un-targeted keywords because the conversion rate is usually poor and always unpredictable.

[Jmobia]

How can you tell if its the keywords that are causing the lack of conversion or if its the landing page?

[artarmon42]

Through testing.
If all your keywords suck, then it's probably your LP.
If some of your keywords convert well but others don't, then it's probably your keywords.