Monday, July 15, 2013

From Keyword to Products Sold

English: Front and rear views of a Canon Power...
Here are some thoughts to leave you with when you optimize your campaigns:
  • Understanding this relationship overall, and even at a category/subcategory level, can be helpful when thinking about pausing or activating sets of keywords
  • Use this data to find out what things consumers are buying with various keyword sets. If, for example, you find that a large number of people buy smartphones after searching for the keyword "digital camera", you might have a cross-sell or optimization opportunity. The same can be said when you're out of stock where you might redirect someone
  • Consider the variances in your data set by search engine. This is true for more things than the keyword to product purchased relationship. It can include bids, ad copy, landing page, and other performance metrics.
Leveraging data is one of the reasons why we all love paid search. Finding new and interesting ways to cut that data up to identify optimization worthy insights is what will ultimately set apart the best performing campaigns.

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