Quickly identify which keywords to drop and which paid search terms to invest more in!
It is quite easy to set-up a paid search campaign in Google or Yahoo! Google even provides some neat tools to show you which keywords are not showing up in top positions or receiving clicks. The problem with these tools is that there is too much information to look and play with (this is okay if you have lots of time to kill). Wouldn’t it be easier to classify keywords in 4 different categories?
Top Performers – High traffic generating keywords with low cost per clicks.
Potentials – Low traffic generating keywords with low cost per clicks.
The Uncertains – High traffic generating keywords with high cost per clicks.
Bad Performers – Low traffic generating keywords with high cost per clicks.
Performing a Volume/Efficiency Matrix can save you hundreds or even thousands of dollars in your paid search campaign! A volume/efficiency analysis will tell you whether certain keywords are performing poorly in efficiency and volume in relation to other keywords.
So how do we perform this analysis?
All that is required is a basic keyword report from your search engine that shows name of keyword, clicks and spend. By following along with the Smart Digital Spending tutorial, I will show you step-by-step how to process the data using an Excel spreadsheet and the keyword report from the search engine. The written instructions are 6 pages and length of video is just over 11 minutes.
The tutorials include written, audio and video instructions along with an Excel spreadsheet that contains sample data so you can see how the analysis was completed from beginning to end. Analysis so easy a caveman can do it!
The End Result?
The best part about performing a Volume / Efficiency Matrix is the findings. This analysis will give you a rough estimate on how much money you would save if you were to remove a certain group of keywords and show you how much click activity would be lost. It is a fantastic way to optimize a search campaign on an ad hoc, quarterly, semi-annual, or yearly basis. More importantly, your clients will be pleased that you are monitoring their search campaign wisely.