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Thursday, March 20, 2008

Troubleshooting Keywords

Troubleshooting Keywords -- A NWSEM Cheat Sheet.

Troubleshooting Keywords

A NWSEM cheat sheet.

Metric

High

Low

Overall Cost

(PPC Only)

There are a lot of reasons a keyword could be causing a big bill. If the overall spend on a keyword is above the 90th percentile for the campaign, then it should be looked at more closely.

Action: Flag these keywords for further investigation. Make sure the keyword is converting to justify its high cost.

Action: Review bids, landing page relevance, and ad copy to eliminate algorithm handicaps.

Cost Per Click

(PPC Only)

If the CPC is above average for the campaign in a given rank, then the keyword is a potential budget hog.

Action: Review conversions to justify the high price.

Consider this a bargain.

Impressions

(PPC Only)

Keyword is popular.

Action: Make sure you are capitalizing on this with good CTR.

Action: Review bids, landing page relevance, and ad copy to eliminate algorithm handicaps.

Click Through Rate

(PPC Only)

Ads are resonating with searchers.

Action: Watch out for budget hogs.

Ads are not resonating with searchers.

Action: Rewrite ads.

Visits

(PPC and Organic)

For organic, this keyword is popular and high ranking (most likely).

For PPC, the keyword-ad combo is attractive to searchers.

This keyword is not popular or CTR is low.

Action:

For PPC--revisit CTR issues, look for conversions to justify high costs, consider cancelling the word in PPC to save money.

For organic—check page for optimization issues.

Keyword Bounce Rate

(PPC and Organic)

Visitors are not finding what they expect.

Action: Update content and/or re-target ads to a more relevant page.

Visitors are finding what they are expecting.

Action: Make sure you are capitalizing on this with good conversion rates.

Keyword On-Site Conversion Rates

(PPC and Organic)

Visitors are compelled to request more info.

Action: Cross-pollinate the SEM efforts with these keywords.

Visitors are not compelled to request more info.

Action: Improve calls to action. Consider cancelling PPC spend to save money.

Posted by Jason

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