Last week was the week of discovery. Discovery of weaknesses in my adwords account management and the strength of keywords based on the current search trend. Finally the 2012 keywords and search engine marketing can be properly scrutinised and analysed.
So there I was analysing the good keywords, the keywords that get clicked and then lead to a conversion. The mysterious keywords – those that we are always having doubts about whether to pause them or not. The actively participating keywords that gain lots of attention, but may rob other keywords of the budget.
I also had a great time comparing the different countries- what people in each country prefer to find out, and why do they want certain products.
But at the end of the day, all these interesting findings are secondary. What customers of Adwords really want is a low cost per conversion. They want more conversions per dollar they spend.
So I always rely on my Tracking and Google Analytics to show me the high conversion keywords so that I can add more of such keywords into my account. And of course, the next favourite part of this optimisation process will be the A/B testing of ads. I realise that ads professionally written, with first letter of each word in upper case, and using keyword insertion in headline frequently give good results.
The most annoying part of the optimisation process is the unpredictable quality score and position of the ads. This much depends on Google and the relevance of your content to the keyword.
Thus my Adwords experiment continues…