EID 03 – Add new keywords to your adwords account

EID 03 – Add new keywords to your adwords account

Hypothesis

If this experiment is successful, I predict:

  • Our google ad conversions will increase by 15% because we have found some really good cost effective exact and phrase match keywords from search terms developed by broad or modified keywords

Experiment Design

  1. Filter broad keywords and go to their search terms
  2. Filter further by the ones which are giving high CTR and conversions
  3. Start adding them to the new ad group (either phrase or exact)
  4. Change the ad text on this new ad group to enhance the quality score
  5. See if bids are high enough to ensure a strong >80% Search Impression Share

Resource Estimation and Probability

Marketing Design Engineering Probability
0.25 Day 0 Day 0 Days High


Results

When Impressions Clicks Conversions
Before 44123 16300 1170
After 51615 18330 1560

Learnings

  • Finding new keywords to target in a cost effective way by utilizing this experiment is a great way to continually increase the scale of the account

Action Items

  • Ensure you get higher Search share by playing around with bids or increasing budget
  • Make this a workout that is repeated every week or every 15 days

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Comments (2)

  • Daniel Salkeld Reply

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    April 10, 2018 at 7:34 am
  • Dung Neloms Reply

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    April 13, 2018 at 7:02 pm

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