Many advertisers keep dozens of keywords to which they can never attribute a sale, but as soon as they delete it from their adwords campaigns, conversions drop like a rock…

When visitors fail to buy the first time they click on one of your ads, but do so later after clicking another ad, the first click is known as an ‘assist’ click. These terms assist other strong keywords in doing their job - delivering more sales. You will fail to see ‘assists’ keywords if you remove non-converters without first analysing them. Don’t guess – know!

Adwords Search Funnel - Top Path report

The adwords conversion section offers a fantastic tool called Adwords Search Funnel. This report allows you to monitor the keyword click path for all visits that lead to a conversion and it also gives you a clear picture of how your keywords work together. This is a great way to eliminate search terms that never assist conversions from the first click or first impression.

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PPC - Google Adwords