One of the easiest ways to make your Adwords campaigns more profitable is to simply cut out the wastage.
Every account has keywords that are simply not bringing in the business and they are dragging your campaigns down.
It’s easy to find these keywords using Google’s Keyword/Placement report.
Try following these steps for yourself on your accounts and I bet you will be surprised at how much better your Adwords campaigns will be afterwards.
First run the Keyword/Placement report selecting all of your active Search based campaigns. Run the report for a reasonably large period. I tend to choose 30 days.
Step 1: Start with the Highest Cost Keywords
Sort the report based on the Cost column. Just click on the Cost link and it will sort itself for you. Annoyingly it will usually sort in the wrong order since you will want the highest cost first. If it’s in the wrong order, just click on it again and it will resort itself in the opposite direction.
Now take a close look at the top keywords in your list. These are the keywords that costing you the most so they need to be profitable otherwise why are you chasing them.
So, check the conversion rate for these keywords and make sure you are getting a decent profit for the price you are paying for each conversion. You’ll have to decide for yourself what decent is!
If you aren’t getting the profit you want then you have you have two choices.
Stop the Keyword
Just stop the keyword and save yourself some money.
Improve the Conversion Rate
If you think the keyword is capable of turning a better profit then you should try to improve your conversion rate. Changes to Adcopy and landing pages are your usual course of action to achieve this.
Step 2: Look at Low Converters
Now sort the report based on the lowest conversion rates first.
For all the keywords that have low (or zero) conversion you have two options. Can you guess what they are? Yes, either stop them or improve your conversion rates.
Sit back and watch!
You should start to see much more healthy Adwords campaigns because one or two key things will happen. You might just see a reduced Adwords spend for the same volume of sales – excellent!
Alternatively you might continue to spend the same amount each month however your conversions (sales) increase because your spend is now being directed to healthier keywords.
Try this check today and tell me how much better your keywords are afterwards.
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