Advice needed regarding analyzing Adwords account

[simoneee]

I was wondering if you guys can give me some tips about what I should look at when I want to make an Adwords account perform better?

What do you look at when you want to make your account performance more effective?

I have my account linked to Analytics.

[smallcompany]

Why do you use AdWords? What for?

[LucidSW]

Adwords revolves around Quality Score. It is used to determine (along with your bid) your ad's position. It is then used to calculate your cost when someone clicks on your ad. Now the main factor in calculating QS is your click rate and your ad is the one that affects that. Therefore, to make it more effective (more clicks at lower cost), improve your ads. This is true of most pay-per-click services.

Ads can have an effect on conversion rates too. Your potential customers may be pre-sold on a certain feature or benefit. You therefore want ads where the product of the CTR and conversion rate is highest. This is how you'll maximize quality traffic and lower ROI.

[after_hours]

I second SmallCompany, it depends what you use AdWords for and what you define as your success metrics

[simoneee]

I'm using adwords for my webshop. I have about 3000 keywords and its a little difficult to optimize it with so many keywords.

[smallcompany]

You have to define your conversion.

Is it buying something online, getting people submitting some kind of form, entering their email, all calling you over the phone.

If it's anything that is done online, then you need some code that will help you track your conversion process.

This means you grab the keyword that triggered your ad and caused a user to click on it, and then you follow it through the process.

If you have nothing against, you can use Google Analytics - if you have a page that means conversion for you.
The example for online stores is having thank you page that shows after buying process.

The bottom line:

1. What is conversion for you?
2. Track the keywords that make the conversion happen.

[simoneee]

Thanks for the help, I'm using analytics and the E-commerce tracking. So I have a good insight in what keywords are converting, so the question is. Should I delete all the keywords that is not converting? What should I do with the keywords that is converting bad?

[buckworks]

If the keywords seem relevant to you, try to figure out why they aren't converting before you start deleting them.

If you're using anything other than exact match, sometimes the problem can be that your ads are showing in searches that include one of your keywords, but are actually about something else.

Go on regular patrols in your query reports and watch for searches that are off-target in some way. Block unsuitable searches by adding words to your negative keyword lists.

An example from my own work was that the name of a product happened to be one of the words in the name of a video game. The game didn't exist when I did my original keyword research, but eventually it started turning up in the query reports. After I figured out what it was, adding the game's name to my negative keywords was a no-brainer.