Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?
Correct Answer
Add new relevant keywords and remove keywords with low clickthrough rate (CTR)
Why is this the correct answer?
To increase the number of relevant clicks from a Search Network campaign, Giorgio should add new relevant keywords and remove keywords with low clickthrough rate (CTR). Adding new relevant keywords expands the reach of the campaign to additional relevant searches, while removing low-CTR keywords eliminates terms that are not resonating with searchers — improving overall campaign relevance and Quality Score. This two-pronged approach ensures budget is concentrated on keywords that attract genuine interest, resulting in more qualified clicks.
Why are the other options incorrect?
Broaden his keyword list for ads with the lowest clickthrough rate (CTR)
Broadening keyword lists for low-CTR ads would bring in less relevant traffic. Low CTR indicates poor keyword-to-query relevance — expanding those keywords makes the problem worse, not better.
Increase bids for ads with the lowest average position and clickthrough rate (CTR)
Increasing bids for ads with the lowest average position and CTR raises costs without addressing the relevance issue. A low-CTR keyword at a higher position still has poor relevance.
Increase bids on relevant keywords with low clicks and clickthrough rate (CTR)
Increasing bids on relevant keywords with low clicks and CTR may improve position slightly but does not solve the core issue of keyword relevance or expand reach to new relevant searches.
Real-World Example
A flooring company audits their Search campaign and removes 23 low-CTR keywords like floor covering and adds 15 high-intent terms like hardwood floor installation cost. Relevant clicks increase 34% over the following month while CPC drops 18% due to improved Quality Scores.