How to determine the best performing keywords
I am going through my keywords and trying to determine which are the top performers.
However, I am not sure which data to use for determining this. Should I focus on the amount of conversions? Conversion rate?
Or should I also take CTR and Impressions into account?
If you use the search box for "keywords performance" you will find some earlier "good stuff " discussions on the topic of CTR vs. Conversation tracking. I have found this one to be a good starting point.
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If generating quality conversions is your main goal then selecting your best keywords on the basis of conversion & cost/conv would be best. However in some cases your keywords might have a decent CTR and avg time on site but conversions may not be that good for these keywords. In this case it is mandatory to check for assisted conversions for these keywords.
Very often we see people coming to your website through a relevant keywords but then convert later on using your brand specific keywords when they search your company name later.
In case you are simply concerned about increasing your brand awareness and attracting targeted customers to your webiste (without worrying about conversion numbers too much) then lookout for CTR & Avg Time on Site and avg cpc stats for your keywords. If you have keywords with excellent CTR with low CPC and a decent Avg time on site stat then this determines that people are finding your website relevant to the keyword and are spending time on your website as well.
Re: How to determine the best performing keywords[ Edited ]
April 2012 - last edited April 2012
Beyond reviewing your active keyword lists, another option for you is to refer to your Search Terms report. From here you can dig a little deeper to see exactly which search queries are triggering your ads. You can add in new, more precise, keywords directly from this list to enhance your current ad groups.
As previously mentioned, determining 'worth and value' of keywords should be based on your advertising goals. Depending on the overall strategy of your campaign, direct response, product purchases, branding etc...you should be able to place a value on keyword performance based on the stats you mentioned: impressions, QS, Clicks, CTR, Conversions.
You're already on the right track in your analysis.
Hope this helps!
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Re: How to determine the best performing keywords
For an acquisition campaign you want to set up goals.
You want to know what each customer is worth
What your profit needs to be
and with that we know how much we can spend per keyword
If we are selling widgets and we know that each customer is worth $100 we know that we cannot spend more than that to earn a customer. Determine how much profit we want, let’s say that we want 100% profit. . . now we know that we cannot spend more than $50 to hit our goal. You want to focus on the cost per conversion. If the cost per conversion approaches $50 and you have not had a conversion, pause that keyword.
Impressions are going to be the amount of volume - this is good for getting a lot of visitors, but not all visitors are going to be customers.
We can control ad costs with CTR - the better the CTR the cheaper the clicks, get a better CTR by testing ads.
We can control conversion rate with landing page optimization - the better the landing page the higher the conversion rate, this is done with testing.
We cannot control the mindset of a customer when they type in a keyword, this is the metric that you want to use for optimizing a lead campaign. - Lets look at some keyword examples
"what is a widget"
"pictures of widgets"
Each keyword is going to represent a mindset. Which is more likely to buy? "widget review" would be the best answer given the information that we have. It doesn’t matter how good your CTR is, your ad probably isnt going to target "what is a widget" or "pictures of widgets" since those are discovery terms and not buying terms.
For a branding campaign, you want to measure exposure. This is something that I have never worked with very much so I can only make some guesses... You are going to want for words that get the highest amount of clicks, with the best exposure rate. What is an exposure rate? That is up to you when you set your goals. . . It could be time on site or page views or bounce rate. You can set all of these up as goals in Analytics then you would want to have a similar approach to an acquisition campaign, hitting the most goals for the lowest price.