Boston Web Consulting
Search Engine Optimization and Adwords Reporting

Broad Matching can be very useful to fine tune a AdWords campaign.  How?  Use it for a week to capture what are the terms to use for Exact Matching.  Now that you can use the reporting with AdWords for “Search Query Performance” to see which terms are converting for your campaign. 

Read more about Search Query Performance here: Inside AdWords: How to use the new Search Query Performance report.

The key to success within AdWords is constant testing - expanding, contracting, pruning.  Think of your campaigns like Bonsai trees - constant attention to gain true beauty but in the case of AdWords - more profits.

It is interesting to see to my customers striving for a higher CTR or click-through-rate on their AdWords accounts.  Sometimes they are drawn to looking at their daily statistics a bit too much.  And yes a higher CTR may reduce your overall bids but don’t get blinded by that statistic.

What is more important?  Conversions is much more important than CTR in the long run.  If you can convert your traffic from AdWords, it is far more important.  Whether you are selling goods, service or just trying their email address, the goal should be conversions especially for small businesses given that most of you have limited budgets.

So start tracking how much it is costing to convert that visitor and not so much on the cost per click.