Comments on: Should You Really Be Pausing That Keyword?

By: Alan Mitchell

Alan Mitchell — Wed, 17 Feb 2010 13:34:51 +0000

Completely agree Hannah. Paid search adds value at every stage of the buying cycle, so value should be attributed at all touch points, rather than just the final one.

By: Hannah

Hannah — Wed, 17 Feb 2010 12:23:48 +0000

@Alan

Thanks for your comment – just swung by and checked out your post too, it’s really excellent.

Re conversion maximisation being the ultimate goal – of course it’s really only part of the picture; the sooner we move away from last click attribution models the better, eh?

By: Alan Mitchell

Alan Mitchell — Tue, 16 Feb 2010 02:44:39 +0000

Great article, and some very useful tips. It’s sometimes also worth taking keyword analysis one step further, and looking at what people do when visiting your site through each PPC keyword.

In an article I wrote on my blog about using Google Analytics data for Google AdWords management, I give a few examples where conversion, CTR, CPC and Quality Score data might suggest a keyword should be paused, but page views, time on site, repeat visits and bounce rate might suggest otherwise ( http://www.alanmitchell.com.au/techniques/intelligent-analytics-for-intelligent-adwords-management/ ).

Of course, most advertisers might see conversion maximisation as the ultimate goal from PPC, but optimising keywords based solely on their ability to generate immediate conversions, rather than create awareness and interest, may be damaging to long-term growth.