An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords:
generate many clicks and conversions
generate many impressions and very few conversions
contain more than two words in the phrase
contain words that are duplicated in a display campaign
What is a benefit of online advertising with Google AdWords?
Advertisers can identify the Internet Protocol (IP) address of users who are searching for products
Ads can include up to 50 characters for the first three lines of ad text
Ads are displayed to users who are searching for a particular product of service
Advertisers can pay to place their websites in the natural search results
