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 I am about to launch a site selling a product for around $50. I have about 220 keywords that I think relate very well. 400 that are what I call second teir. Then about 700 that are "3rd tier". Most of my first tier keywords I am not paying over $0.10 for. Many of those less. First I'll start off by rolling out the first tier only to see how those convert with the ad text and the landing page. But my big question now is: When do I kill a keyword. I have a spreadsheet with breakeven depending on the bid and that was very useful for reminding me that if I expect a 1% conversion rate that paying more than $.50 a click doesn't get me to break even. So back the the big question. When do I stop a keyword that isn't converting. (I'll have a good idea as I have conversion tracking set up.) If a $.05 term goes through 1000 clicks (which is $50) should it be turned off? How would you recommend I look at these to determine if they should stay on. Should everyone get 100 click to make their 1% conversion? maybe 200 click? maybe 10 or 1000? let me know what you think! | ||
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5.00 (Excellent) Vote:
December 2007 Going off of what Marc stated earlier, the landing page experience could also be at fault for low conversion rates. You could try segmenting keywords geared towards a certain search parameter or persona and optimizing the messaging on a landing page for each parameter or persona. This should help with the overall conversion rate and then you can search within the results to identify which targeted messaging is miscategorized or just doesn't convert.
Google's website optimizer is a great free program to get started.  Reply
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December 2007 I like this post (which is why I rated it 5), but if "website optimizer" means that horrible automated thing that always decreases CTR and tries to toss my best kws, I'm not interested.
 If you meant the multivariate testing for landing pages, I'm all about that. I think that is an awesome tool. So your question of "When do you stop a keyword" is fair, but only as it relates to the number of impressions, not number of days. If you believe in the keyword or keyword phrase -- you just know that its relevant -- build out a landing page for just that kw and give the word its own landing group. Don't stuff the titles and such obviously. Play it straight, but if the word or phrase is relevant, you'll see the results fast. You brought out a fair number of keywords. How many landing pages are you sending them to and what position are you showing in for them? Reply
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December 2007 I am finishing up the landing page the will make up the base. I plan on making the first page headlines and sub headlines specific to as many as possible. For the rest I will probably use multivariate testing to see which generic page works well. Which brings to mind another question? How much testing with multivariate testing is enough? How may impression? How many click throughs. How many conversions before I decide this is option is the one?
So I guess I am also asking how would you phase this to start off with. Would you start with multivariate testing to begjn and then throw out what doesn't work at the start and maybe test it again later. If so how much play would you give it before you throw it out. All these are good questions and I'd love to hear what you all say. James Reply
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December 2007 I am reading this as, "What is the mimium sample size of PPC clicks when testing individual keyword performance?". The answer is dependent on a number variables and is probably more of a "feel" you get through experience than a set figure. However, there are a number of factors you should consider (before you blame the keyword) when you aren't receiving many clicks:
If all these things seem to be "cool and dandy" then I would probably be dropping a keyword somewhere between 100-200 clicks. Hope this helps. Reply
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December 2007 It helps alot. I was thinking also the 100-200 clicks range.
In regards to the variables you mentioned I will definitely be taking those into consideration. Reply
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December 2007 You used the word "product" so I am assuming it is an ecommerce site. As mentioned, there are other factors involved, but once your ads are great and you test match types, etc... ROI should be a main factor, revenue/cost. How much are you paying for that individual keyword and how much revenue is that individual keyword is generating in revenue. then you have to factor in your margin, and, if branding is involved, how much is branding worth to you? You also have to know your latency. For higher dollar products, it may take and avergae of 20 days for someone to buy. If you test a word for a couple of days and it does not generate a sale, you may be missing out on sales. Do you have content match on? Test with it off. Reply
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December 2007 Actually its a christian living focused information product. So its not a pair of shoes but text and audio.
It's my original product so no brand devleoped besides what i am developing. I am not doing content match on google and sticking with the main yahoo network. Same with MSN. Thanks for the ideas. I'm thinking of giving each term 200 clicks. Once I've got words the make money and can determine the best ad text and sales page setup I"ll give those that did not as well another chance. At least that is what I am thinking now. Reply
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