Rebuild a Keyword Cluster for Margin

A broad non-brand keyword cluster has high CTR but drives many discount-seeking orders that compress contribution and extend CAC payback. Segment mixed intent, align ad promise and landing page to each segment, and judge each segment by contribution and payback instead of click metrics alone. The common trap is keeping all related queries in one ad group because the blended CTR looks great, even though one sub-intent is training the account toward lower-quality demand. Map the intents Separate solution-seeking, comparison, and discount-led queries instead of treating the cluster as one audience This reveals whether the same click metrics are hiding…

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