Best Practice Recommendation

Create separate ad groups for high impression, low click-through-rate keywords and write highly targeted ads that include the keyword/phrase and clearly describe what the searcher will find post-click.

Why?  It is the most cost-effective way to generate more clicks at a lower cost. Highly targeted keywords/ads generate increased click-through-rates at lower costs-per-click.

KEYWORD PERFORMANCE OVERVIEW

How to identify keyword performance challenges and opportunities;

  1. Examine the click-through-rate (CTR) range that has the highest Spend to Value. Leverage high margin keywords by insuring that closely related synonyms, misspellings, variations on names, hyphenation and adjectives are included in keyword lists.
  2. Examine the click-through-rate (CTR) range that has the lowest Spend to Value. Determine whether the cost-per-click is too high or whether the conversion rate on the website is too low. Keywords that trigger ads that don't accurately describe what a searcher will find post-click will result in lower Spend to Values.
  3. Prioritize action items based on the proportion of average clicks per day. The higher the number of average clicks per day the bigger the opportunity or challenge.


Performance Summary

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