Jul 14, 2022
In General Discussion
I will discuss how to create an assignment or project to assess technical expertise. It's not as simple as it seems! The opinions expressed in this article are those of the guest author and not necessarily of Search Engine Land. Staff authors are listed here. Keyword Prioritization: A Systematic Way to Juggle Your AdWords Priorities Posted: 2020-11-18 Have you ever felt like AdWords is one giant juggling act? You reduce your cost per click, only to see your conversion rate drop. You increase the volume of leads, but those leads don't turn into sales. You are finally increasing your sales, but your cost per click is now too high… When does the madness stop? With all of these seemingly conflicting priorities, it can be easy to drop the ball multiple times. Or, even worse, you might feel like AdWords isn't worth it, throw your hands up and quit jewelry retouching service. 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 act of juggling is… keyword prioritization. Prioritization of keywords The idea behind "keyword prioritization" (coining a new term here, I guess) is quite simple: you categorize your AdWords keywords into different levels 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 need to do is activate a few more levels. If profitability is more important than tomorrow's sales volume, turn off a few levels. Once you have effective keyword levels in place, you can instantly adapt to your business needs. It's a simple way to match your AdWords advertising to your business goals. And the good news is that it's quite easy to implement: Step 1: Make sure you're tracking the right metrics As great as keyword ranking is, it comes with a caveat.