At the beginning of August, I broke down my AdWords campaign into more keyword-centric ‘ad groups’. Now I am able to look at the results of a whole month, and I’m glad I did it.
Overall, I had about 20% less click-thrus. But wait, I had 40% MORE conversions. The conversion rate nearly doubled over July. Cool!
In reviewing the data for individual keywords, I had one clunker of a keyword I am completely stumped by. Here’s the situation:
Its the number one keyword for this particular ad-group, lets call it ‘tennis shoe’. I even pay a premium over my normal maximum CPC for this term to make sure I am listed well versus the competition. Right below it with almost identical views is ‘tennis shoes’. But look at the conversion rates:
| Keyword | CTR | Conv. Rate |
| tennis shoe | 3.80% | 1.30% |
| tennis shoes | 2.15% | 19.00% |
What the heck is going on here???? And what should I do?
I’m going to watch a little closer and see what’s going on. But I see a major savings in my AdWords spend coming up.
Hi Dave,You’re right to watch it a while before jumping into anything. Do you enough clicks to be statistically significant? Your next actions might also depend on a) volume of traffic produced by tennis show versus tennis shoes and b) what is the mindset difference between someone searching on tennis shoe and someone searching on tennis shoes.Cheers,Susan
Hi Dave,You’re right to watch it a while before jumping into anything. Do you enough clicks to be statistically significant? Your next actions might also depend on a) volume of traffic produced by tennis show versus tennis shoes and b) what is the mindset difference between someone searching on tennis shoe and someone searching on tennis shoes.Cheers,Susan