3 Quick Tips For Organizing Your PPC Keywords
By Anna Johnson on October 25th, 2008In a recent Search Engine Watch article, David Szetela provides invaluable advice for organizing the keywords in your pay-per-click (PPC) campaign.
If you’re involved in PPC advertising, David’s articles (and all his articles) are a must-read. In summary, his three (3) tips are as follows:
- If a keyword has received more than 500 impressions, but no clicks, pause or delete it. It is adversely affecting the relevant ad group’s quality score.
- If a keyword has had 150-200 clicks but no conversions, pause or delete it. It’s not converting and is undermining your return on investment (ROI).
- If a keyword gets just one conversion, keep it. If, after generating 30 or more conversions, the cost-per-conversion is still too high, lower the bid price. BUT if the cost per conversion is lower than your target, you might find that raising the bid price is worth it because you should see even more conversions.
