Adwords Age Old Question (AAOQ) #2

Broad term is converting well...maximize further?

[Hubie]

So you have a broad term (no "" or []) that is converting well with a decent ROI.

WHAT TO DO

-stop the broad and only use ""
-stop the broad and only use []
-add negatives
-dont stop the broad but also use "" and []
-lower CPC to cut costs and target more serious searchers
-raise CPC to increase traffic and more opportunities to convert
-break the term down into less keywords (1-2 word search terms)
-break the term down into 3,4,5 word search terms
-do nothing and enjoy the decent ROI

as always,

Hubes

[poster_boy]

You should: test, test, test. Know the impact of all actions outlined and make a decision based on the specific goals of your business.

[Hubie]

Poster...I guess the point of my post was to find out if OTHERS have encountered this situation. Not asking for trade secrets here, just general adwords theory and results of these theories.

In fact, I'm sure should my question get answered with some theories (proven or "in theory") would help a great deal. Not just help me, but many many others who read/post in this forum. That's the point of this site anywas....right?:)

Alert! Alert! Calling all adwords experts on webmasterworld!

What do ya guys think on the topics raised above?

Hubidor

[poster_boy]

I think you'll have better luck asking more specific questions.

It is akin to asking - what's better: higher profit from less revenue, current profit from current revenue, or lesser profit from more revenue? It's impossible to answer. It's based on your specific financial situation and your growth aspirations.

Furthermore, here're a few other tidbits: you should *always* add negative keywords, you should *never* be totally content with your campaign (that's assuming there's no optimization opportunities - plus, what fun is that?) and you should typically test all match types to learn which make most sense to run.