Keywords need to significantly underperform to be excluded by Adspert and Adspert will typically try to first decrease a particular keyword’s bids before excluding it, since the latter can’t be undone. Below is a list of possible reasons why Adspert might decide to exclude a keyword:
- The keyword has high CTRs and costs, yet doesn’t convert.
- The keyword has an above-average CPC yet a very low CTR and generates very little revenue.
Furthermore, keywords are excluded from automatic campaigns when they are added to their corresponding manual campaigns. This prevents campaigns from competing against each other and allows Adspert to set the right bids for manual campaigns.