Day 16 - Looking At Keywords

Adgroup Impressions Clicks Cost Conversions Position CTR CPC Con Rate CPCon Profit ROI
Canon Pixma 42000 650 £117 8 4.9 1.55% £0.16 1.23% £14.63 £59 50%
Epson Aculaser 34000 990 £168 19 4.6 2.91% £0.17 1.92% £8.86 £364 217%
HP Laserjet 30000 1080 £259 29 3.6 3.60% £0.26 2.69% £8.94 £640 247%
Epson Stylus 28000 680 £129 18 6.5 2.43% £0.19 2.65% £7.18 £231 179%
Oki Microline 25000 650 £115 15 5.1 2.60% £0.18 2.31% £7.67 £200 174%
Total 159000 4050 799 89 4.9 2.55% £0.19 2.20% £8.86 £1,436 180%

I was still just about spending my daily budget, and the performance of all of the Adgroups except the Pixma were very similar - with a return on investment varying from 247% on the Laserjet to174% on the Microline. These could still be tweaked a bit to make a bit more money - in a perfect campaign, the ROI would be the same on each campaign - but it was starting to look like the Pixma has to go. It was profitable, but there’s no way it’ll get an ROI near to 200%, so given the restrictive budget, it was time to lose this Adgroup, and put the money into the others.

Note that if my budget wasn’t being spent, I’d want to keep all of the profitable Adgroups. It was just a question of where the best place was to spend the money in this case.

So I lost Pixma, and increased the bids on the others slightly, to compensate.

I had an ever-increasing amount of data, so I checked, and I’d now got enough data to start looking at individual keywords.

I chose to look at HP Laserjet to begin with…

Keyword Impressions Clicks Cost Conversions Position CTR CPC Con Rate CPCon Profit ROI
HP Laserjet 8000 200 £47 7 6 2.50% £0.24 3.5% £6.74 £170 362%
Hewlett Packard Laserjet 5000 120 £28 3 6 2.40% £0.24 2.5% £9.43 £65 232%
HP Laserjet CP4005 7500 275 £65 8 3.2 3.70% £0.24 2.9% £8.10 £183 282%
Hewlett Packard Laserjet CP4005 2000 80 £19 3 3.2 4.00% £0.24 3.8% £6.29 £74 389%
HP Laserjet CP2420 7000 300 £71 7 3.2 4.30% £0.24 2.3% £10.10 £146 206%
Hewlett Packard Laserjet CP2420 1500 70 £17 4 3.2 4.70% £0.24 5.7% £4.13 £107 629%
HP Laserjet CP1018 6000 180 £42 4 3.2 3.00% £0.24 2.2% £10.61 £82 195%
Hewlett Packard Laserjet CP1018 1200 40 £9 0 3.2 3.30% £0.24 0.0% -£9
HP Laserjet CP4350 5000 150 £35 0 3.2 3.00% £0.24 0.0% -£35
Hewlett Packard Laserjet CP4350 1000 30 £7 0 3.2 3.00% £0.24 0.0% -£7
HP Laserjet CP1020 4000 140 £33 0 3.2 3.50% £0.24 0.0% -£33
Hewlett Packard Laserjet CP1020 800 30 £7 2 3.2 3.80% £0.24 6.7% £3.54 £55 786%
HP Laserjet CP1022 500 20 £5 2 3.2 4.00% £0.24 10.0% £2.36 £57 1140%
Hewlett Packard Laserjet CP1022 500 20 £5 1 3.2 4.00% £0.24 5.0% £4.71 £26 520%
HP Laserjet CP2600 2000 65 £15 2 3.2 3.30% £0.24 3.1% £7.66 £47 313%
Hewlett Packard Laserjet CP2600 500 15 £4 1 3.2 3.00% £0.24 6.7% £3.54 £27 675%
HP Laserjet CP2600N 1000 35 £8 0 3.2 3.50% £0.24 0.0% -£8
Hewlett Packard Laserjet CP2600N 500 20 £5 2 3.2 4.00% £0.24 10.0% £2.36 £57 1140%
Other 3000 90 £21 4 3.2 3.00% £0.24 4.4% £5.30 £103 490%
Total 57000 1880 £443 50 3.8 3.30% £0.24 2.7% £8.86 £1,107 250%

Notice that “HP Laserjet CP4350″ has no conversions from 150 clicks, and “HP Laserjet CP1020″ has no conversions from 140 clicks. No changes in the bids are going to make these profitable, and they’ve had plenty of time to convert, so switch them off.

There are a lot of keywords with a cost per conversion of £5 or less - these should have their bid increased. The keywords with a cost per conversion of £10 or more should probably have their bids reduced, though you should wait until you have enough traffic to be sure…

Page last updated by Steve Baker on May 11, 2008 at 7:12 pm.

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