Everyone using Adwords or YSM will know some keywords convert well some keywords thought they get good CTR still those keywords don't perform well. So how do we judge non performing keywords. Based on my experience I can suggest few ideas

1. Check the number of clicks a keyword is getting if you get a lot of click yet no conversions then I am sure you can deem it as a non performing keyword. Make sure conversion tracking is enabled or you cannot get proper information.

2. Compare your ads with the keyword you are advertising if you think your keyword is not properly related to your ad try changing your ad or target a different keyword for that particular ad

3. Active monitoring of your campaign can also help with identifying non-performing keywords. Professional PPC management companies can help you on this. Some companies have good expertise in managing PPC campaigns.

4. If you suspect a keyword is not performing try lowering the bid for that keyword if you feel still you get lot of clicks and some conversions then compare the profit margin with the amount spent on that keyword? If you are making money from that keyword then I am sure you can continue using that.

5. If I was you though I'd also take a look at your matching - run a keyword report - separate out your broad, exact, and phrase matches in a spreadsheet - then look at the ROI on each of them. You may well find that your broad matches are dragging your entire account down and may just have to pause the broad matches, whilst exact math may well still be profitable

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