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How to optimize high price keywords

2:43 am on Aug 20, 2011 (gmt 0)

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Experienced Adwords pros help me please. I have some high price keywords in my account. Because they are product model keywords with conversions and I can't delete them. But their high prices are unaffordable to me. So how to optimize them?

4:19 am on Aug 20, 2011 (gmt 0)

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WebmasterWorld Administrator buckworks is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

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If those keywords are getting conversions, don't be too quick to assume that the price is too high. Judge your keywords by their cost per conversion, not just the price of the click.

That said, one easy place to start trimming costs is by checking your query reports for those ad groups and look for inappropriate queries to block. Add words or phrases to your negative keyword lists to reduce off-target ad impressions or clicks.

Then, start testing some different ad variations. If you can test and tweak your way to a better clickthrough rate your per-click costs will tend to go down even if you don't actually lower your bids. The system is designed to reward ads with a good CTR.

Of course, you could lower your bids a bit, too.

Along with the above, work on improving how well your site converts. Test every detail you can think of on your landing page and every page along the user's path toward purchase (or whatever event you are counting as a conversion). Every kind of promotion becomes more affordable if your site converts better!
5:37 am on Aug 20, 2011 (gmt 0)

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buckworks, Thank you. I think it is hard to improve CTR of those keywords. Because now those keywords ranking are around #8 and they aren't easy to get a click. When I bid $1 CPC for each of them, they get good positions and earn conversions. $1 means cost is beyond earning.

I will make a change as you said above. I think this is only way I can do now.
5:07 pm on Aug 20, 2011 (gmt 0)

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Hi there, c275353118:

I am an adwords abecedarian, so I certainly have more questions than answers. I mean, I am reading an adwords for dummies book, so that tells you about my level of comprehension of adwords.

However, are your competitors possibly losing money on their adwords campaigns on purpose? Are they just trying to get the "first sale" so that they can get repeat business from their adwords customers?

Also, how different / creative are your adwords ads? I do notice that EVERYONE who is bidding on a particular keyword is using more-or-less the same headline and text in their ads. And it doesn't matter if they are target or an expensive "boutique" or ebay or whoever. The ads are more or less the same.

I can''t help but think there is an opportunity in there somewhere.
7:30 pm on Aug 22, 2011 (gmt 0)

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I'm certainly no expert, but I like where Planet13 is going. Come up with some creative ad content. Look at your competitors ads and try to write something that will pop out especially if first position is currently difficult to obtain.

Also I agree with looking at your search queries to come up with a good negative list.
10:27 pm on Aug 29, 2011 (gmt 0)

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look very closely at segments.

For instance - can you see that Google Search partners are producing good click through rate? Probably not - so turn it off.

Are you using display advertising? Usually this is pretty useless unless you are super advanced, so turn it off!

Look at dayparting and geotargeting - can you eliminate some searchers (maybe non-business people) by turning off the ads from 9 PM to 9 AM? That might help.

With geotargeting, can you see where your better customers may be (possibly from sales reports or Google Analytics) if there is a trend, bid those areas one way and other areas another way. might require 2 different adgroups or campaigns.

look very closely at what we used to call the Search Query Report to identify negative keywords and USE THEM. You might even want to do this every day until you get the hang of what your traffic looks like.

good luck and let us know how it goes!

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