What is the initial indicator that should prompt an adjustment to your keyword map?

The initial indicator that should prompt an adjustment to your keyword map is a significant and sustained change in keyword performance metrics. This includes a notable decrease in click-through rate (CTR), conversion rate, or an increase in cost per acquisition (CPA) for specific keywords or keyword groups. A keyword map is a structured plan that organizes keywords based on relevance to products and search intent. If key performance indicators (KPIs) for specific keywords consistently underperform compared to historical data or benchmarks, it suggests that the keywords may no longer be as effective in attracting relevant traffic or driving sales. This could be due to changes in search trends, increased competition, or algorithm updates. In such cases, it's essential to re-evaluate the keyword map and identify new keywords, refine existing ones, or adjust bidding strategies to improve performance. Ignoring these early warning signs can lead to wasted ad spend and missed opportunities.