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.
A B2B marketing blog by an honest-to-goodness marketing manager for an industrial manufacturer.