all keywords perform differently when it

comes to CTR . CPC and conversion rates. This help you ditch expensive ones that increase costs and keep you out of shape. If you have AdWords conversion tracking set up (I sincerely hope you do but if not . read this) . then there’s a really good chance you know your average conversion rate and average cost per conversion across your entire AdWords account.

 

 Think of these as your AdWords Body Mass Index (BMI) scores that you’re trying to improve so that you can finally get in that s aerobics video you always dreamed about. s-workout Colors and fashion were so on point. Image source. You have some keywords that are performing great . and then you have some that are .

 

 ehh . not so great (maybe the CTR is low

. Quality Scores suck or the costs per conversion are higher than your account average). One of the fastest levers you can pull on lowering your cost per conversion is by lowering your max CPC keyword bid amounts. Let’s say your average cost per click is $ and your conversion rate is .

 

 This gives you a $ cost per conversion.

If you lower your bids to be $ and yo Guinea Email List u’re able to maintain the same click-through and conversion rate . then technically your new cost per conversion should be $. But don’t do this on all your keywords. Identify which keywords are the most expensive by their cost per conversion metrics.

 To do so . make sure you’re viewing “All

online campaigns” and then go to the “Key Unleashing the Power Within: How Data-Driven Insights Fuel Business Growth words” tab and sort your “Cost / converted click” in descending order. high-costing-keyword-conversions Here’s a look at high-costing keyword conversions with at least clicks. This will show you the highest costing conversions and which keywords are responsible for them. In the example above .

 

 you’ll notice that some keywords are much

more expensive than your account average . and as long as you have enough clicks (at least ) . you can start slowly lowering their bids. Quick workout note: If you lower bids too much . then you may also be lowering your average positions and damaging your CTR.

 

 You may find that lowering your bids puts them below “first page bid estimates” or doesn’t allow you to enter in the AdWords auction. If that happens . then be quick to increase bids back to normal. Make sure you have enough clicks (at least ) for a keyword you’re about to lower the bid on.

 

 Anything less than that would be premature since the averages might not have had enough time to pan out yet. With an understanding on how bid adjustments affect average ad positions and click-through-rates . you’ll want to slowly lower bids ( – of current bid amount) so that your average cost per conversions go down more smoothly.