tags - googleads
An example of 80/20 optimisation of a Google Ads account is a keyword with high impressions, high CTR, high conversions, high profit. That’s a positive outlier. So, it makes sense to invest a disproportionate amount of time finding out how to improve results on it.
On the flip side, a keyword that is not performing anywhere near as well as the others is not worthy of your time, attention or capital. You may try to resurrect it with a new ad or landing page but don’t spend long and get rid of it quickly if your experiments are unsuccessful.