Keyword tiering: A systematic way to juggle your AdWords priorities
Columnist Jacob Baadsgaard explains how assigning paid search keywords into different tiers based on performance allows search marketers to quickly make adjustments that can have a huge impact on their business.
Ever feel like AdWords is one giant juggling act? You cut your cost per click, only to watch your conversion rate drop. You increase lead volume, but those leads don’t turn into sales. You finally boost sales, but now your cost per click is unprofitably high…
When does the madness stop?
With all of these apparently conflicting priorities, it can be easy to drop the ball a few times. Or, worse still, you might feel like AdWords isn’t worth the effort, throw your hands in the air and quit.
However, there is a way to juggle all of your marketing goals — a way to balance clicks, conversions, sales and return on investment (ROI).
The secret to this juggling act is… keyword tiering.
The idea behind “keyword tiering” (coining a new term here, I guess) is fairly simple: you categorize your AdWords keywords into different tiers based on the results they generate. Then, as your business needs change, all you have to do is turn tiers on and off to meet your goals.
So, if leads are more important than sales today, all you have to do is turn on a few more tiers. If profitability is more important than sales volume tomorrow, turn off a few tiers.
Once you have effective keyword tiers in place, you can instantly adapt to the needs of your company. It’s a straightforward way to match your AdWords advertising to your business goals. And the good news is, it’s fairly easy to implement!