when to Pause a Keyword

The above chart steps you through whether a keyword should be paused. A conversion is when a customer clicks on your ad and then within one month purchases your product. Some customers will see your ad and not click on it. That doesn't cost you anything. Some customers will click on your ad and not purchase your product. For each click, Google gets paid. The cost per click depends on the keyword and its placement in the list. If you get a lot of people to click on your ads, but they don't purchase anything, your conversion rate is 0.