• http://www.calculatemarketing.com alanmitchell

    Hi Josh,

    Some great tips, and a very clear structure for optimization. You’re right that it’s much easier to trim inefficient keywords than to chase after traffic, so trying to cover as many avenues as possible from the outset is always a wise decision.

    For products / services where there is a bit of a buying cycle, I often like to optimize keywords based on their ability to engage visitors and/or encourage them to make a return visit using analytics metrics such as pages/visit and time on site:

    http://www.calculatemarketing.com/blog/techniques/intelligent-analytics-for-intelligent-adwords-management/

    I sometimes find that is keywords are optimized based on conversions only, you might pause the majority of early buying cycle keywords which are performing well at generating interest and awareness.

    Cheers for an informative article.

    Alan