The idea here is to test, test, and then test again to unlock the
most potent combinations.
It's highly likely that keywords that glimmered with promise will quickly lose their luster,
and throwaway terms will be quickly refined into high-performing gems. Similarly, many
amateurs in paid search will bid highly for the top spot in listings, but seasoned professionals
understand that some of the more qualified traffic (in other words, traffic that
results in goal conversions) comes from some of the lower, less expensive spots.
The bottom line is cost per conversion. In search marketing, there is one number that will
always be bolded, underlined, and blinking at the bottom of the analysis spreadsheet: cost
per conversion. Because some ads are expensive, and it will take many clicks before you
gain one goal conversion, it??™s important to evaluate what a goal conversion actually costs.
This could be anything, depending on your numbers??”$5.00, $25.00, $50.00, or more??”but
it has to be weighed against what the conversion is worth. In other words, if the cost per
conversion is $40 and the average sale is $30.00, a lot of money is being lost and the campaign
needs to be steered toward more profitable waters.
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