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Every week I create a report (from the previous week) and save the results into an excel file. I then transfer this information into an Access Datebase, as this then adds this information to previous week and it can all be sorted - fields like: keyword, impressions, clicks, average position etc.
Now what I do is this, after several weeks if I notice a keyword is generating clicks but no convertion is made (with me this is simply the visitor requesting further information) I then can make a few choices -
1) Take the listing offline as its costing too much whilst moving it to my 'edit' category (and therefore being changed before being put back online)
2) Alter the bid (probably drop the bid so it costs me less)
3) Change the landing page (the page visitors land on once they enter my site)
etc etc. So basically Im noticing the fact that it isnt performing well and doing something about it.
The reason for my post is to ask for all your advice:
1) How many impressions should a keyword have before I expect 1 click to be made? In other words, if the word has had x impressions but no clicks, it needs changing to attract more clicks. (CTR - Click Thru Rate)
2) If no conversions have been made, at what point (amount of clicks) do I stop and think 'this word has had enough clicks but isnt converting'
I can tell with the amount I am spending per word if its making business or not but on the other hand, 50p a click - 10 clicks (£5.00) is probably on the expensive side, altho its only had 10 clicks .. whereas a 10p bid - 25 clicks (£2.50) isnt that expensive, BUT maybe 25 clicks and no conversions is Over the top.
I hope I've put this across ok but if not please ask me any queries.
Thanks in advance to anybody who has messed about with Overture before and can offer advice.
Steve
