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Because the AdWords system rewards keywords with high click-through history (relative to competitors) with better ad positions and lower cost-per-click, click through rate is considered an important performance metric. Along with a keyword's relevance to ad text and landing page copy, click through rate influences a keyword's "Quality Score." Every PPC campaign is bound to have a few (or few thousand) keywords with low click through rates. You can identify them easily enough with web analytics and campaign reports, but what do you do with them?