A question often asked is the relationship between keywords and conversion rate. There is often mixed advice from marketing experts. My answer is simply this … “What do you want AdWords to accomplish?”
If you just need to drive traffic to your site use as many keywords as you can think of. This will end up with a higher cost overall but is likely to get your page “seen”. Be mindful though that your conversion rate may not be as high as you would like.
However, if you are concerned with your budget and want a decent conversion rate, you will need to choose your keywords carefully and be mindful how you set up your campaign.
You want specific keywords matching your Ad groups, you need a decent quality score, you want an appropriate landing page, fast page loads and more. All these items matter when it comes to costs and your return on investment …. and actually determine the individual cost of your keywords.
Google AdWords lets you have full control of your marketing campaign so the choice is yours with how you want to run your campaign. However, to get the most from AdWords, and increase your return on investment; knowing what you want to accomplish and how to successfully setup your AdWords campaign is needed.
Just some items to think about while working on your PPC campaign from OptmizeROI.com
For more about return on investment read “What about ROI ”
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