Here’s a quick tip to improve the conversion rates for some of your pay per click keywords:
If you’re using broad match – stop. I don’t mean completely stop – that would be silly. I mean stop and think for a second. Pour yourself a cup of coffee and spend an hour with your analytics and see what you can learn.
Here are two things you should be able to find:
- Longer Keyphrases that aren’t converting. Your keyword bid on “widgets” might be sending lots of folks looking for “free widgets” even though you charge for yours. This means you should add “free” as a negative keyword in that campaign. That will save you money.
- Longer Keyphrases that are converting. Your keyword bid on “widgets” also sends a lot of clicks for “red widgets”, and those people convert like crazy. So, break “red widgets” out into a different ad group, phrase or exact match it, and save money on click costs and watch your conversions jump even higher.
Those are the two primary tenents of keyword optimization – but you have to have the analytics in place to tell. If you’re broad matching hundreds or thousands of words, and not doing this on a regular basis (meaning daily if you can) you’re wasting money.