Day 30 - Things Are Looking Up
So I adjusted some of the bids in each of the Adgroups, and saw some improvements. A couple of weeks later, I had the following results…
Where I increased the bids, the cost per conversion increased, but so did the click through rate, and hence the number of conversions, and the profit. Where I decreased the bids, the conversions became cheaper, but there were less of them. As before, I was trying to equalise the ROI, but since the average profit from each conversion was the same here (in my imaginary world), then equalising the cost per conversion would do the same thing.
That’s an important point - if you don’t know what your conversion value is for each keyword, then try to equalise the cost per conversion.
| Keyword | Impressions | Clicks | Cost | Conversions | Position | CTR | CPC | Con Rate | CPCon | Profit | ROI |
|---|---|---|---|---|---|---|---|---|---|---|---|
| HP Laserjet | 10000 | 250 | £59 | 9 | 6 | 2.50% | £0.24 | 3.6% | £6.55 | £220 | 373% |
| Hewlett Packard Laserjet | 6500 | 140 | £31 | 4 | 7 | 2.20% | £0.22 | 2.9% | £7.70 | £93 | 300% |
| HP Laserjet CP4005 | 8300 | 275 | £65 | 8 | 3.2 | 3.30% | £0.24 | 2.9% | £8.10 | £183 | 282% |
| Hewlett Packard Laserjet CP4005 | 2500 | 110 | £28 | 4 | 3 | 4.40% | £0.25 | 3.6% | £6.88 | £97 | 346% |
| HP Laserjet CP2420 | 7500 | 340 | £68 | 8 | 4 | 4.50% | £0.20 | 2.4% | £8.50 | £180 | 265% |
| Hewlett Packard Laserjet CP2420 | 2000 | 100 | £26 | 6 | 3 | 5.00% | £0.26 | 6.0% | £4.33 | £160 | 615% |
| HP Laserjet CP1018 | 6500 | 175 | £35 | 4 | 4 | 2.70% | £0.20 | 2.3% | £8.75 | £89 | 254% |
| Hewlett Packard Laserjet CP1018 | 1500 | 50 | £12 | 1 | 3.2 | 3.30% | £0.24 | 2.0% | £11.79 | £19 | 158% |
| Hewlett Packard Laserjet CP4350 | 1200 | 36 | £8 | 0 | 3.2 | 3.00% | £0.24 | 0.0% | -£8 | ||
| Hewlett Packard Laserjet CP1020 | 1000 | 40 | £10 | 3 | 3 | 4.00% | £0.26 | 7.5% | £3.47 | £83 | 830% |
| HP Laserjet CP1022 | 700 | 30 | £8 | 3 | 3 | 4.30% | £0.26 | 10.0% | £2.60 | £85 | 1063% |
| Hewlett Packard Laserjet CP1022 | 700 | 30 | £8 | 1 | 3 | 4.30% | £0.26 | 3.3% | £7.80 | £23 | 288% |
| HP Laserjet CP2600 | 2500 | 81 | £19 | 2 | 3.2 | 3.20% | £0.24 | 2.5% | £9.55 | £43 | 226% |
| Hewlett Packard Laserjet CP2600 | 700 | 23 | £6 | 2 | 3 | 3.30% | £0.26 | 8.7% | £2.99 | £56 | 933% |
| HP Laserjet CP2600N | 1200 | 42 | £10 | 1 | 3.2 | 3.50% | £0.24 | 2.4% | £9.90 | £21 | 210% |
| Hewlett Packard Laserjet CP2600N | 700 | 32 | £8 | 3 | 3 | 4.60% | £0.26 | 9.4% | £2.77 | £85 | 1063% |
| Other | 3500 | 105 | £25 | 5 | 3.2 | 3.00% | £0.24 | 4.8% | £4.95 | £130 | 520% |
| Total | 57000 | 1859 | £425 | 64 | 4.3 | 3.30% | £0.23 | 3.4% | £6.65 | £1,559 | 367% |
Page last updated by Steve Baker on May 11, 2008 at 7:12 pm.
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- Day 1 - First Impressions
- Day 2 - Significant Advert Differences
- Day 3 - Getting The Bid Levels Right
- Day 8 - Looking At Adgroups
- Day 16 - Looking At Keywords
- Day 30 - Things Are Looking Up
- The Content Network
- Ongoing - Never Stop Optimising
Google Adwords Guide
- Google Adwords Introduction
- Setting Up Your Google Adwords Campaign
- Optimising Your Google Adwords Campaign
- Maximising Your Google Adwords Conversion Rate
- Maximising Your Google Adwords Quality Score
- Optimising Your Google Adwords Bids
- Google Adwords Content Network
- Google Adwords Advert Text
- Google Adwords Management
- Google Adwords Reporting
- Google Adwords Case Study - Part 1, Setting Up The Campaign
- Google Adwords Case Study - Part 2, Optimisation
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