Mark_A - 8:18 am on Jun 11, 2010 (gmt 0)

That is a great report, just what I need right now!

Famous quote: "Half your advertsing is wasted, the trouble is knowing which half."

Well now I can tell down to individual key terms which users clicked on my ad for, in some cases I have no idea why they clicked on my ad, perhaps they were just trying to waste my money!

On my most important Ad using broad match 29% of keyterms clicked were wasted (irrelevant). On phrase match that waste fell to 14% which is more acceptable. Obviously I know how much money that represents!

On another important ad, 74% of key terms clicked under broad match were wasted / irrelevant, because of the peculiarities of that sector, under phrase match that wastage fell way down to 18%.