Getting the best ROI from Adwords using Google Analytics (part 2)

This article follows on from last weeks post on ‘How to achieve a better ROI’.

Keywords that lose money.

To identifying the keywords that will lose you money, first click on the ROI Column header to bring the lowest ROI keywords to the top of the table.
Are there any 100% ROI keywords? These are the keywords that lost you all your money!Before making any changes to the keyword in your AdWords, you need to make sure have enough data on these. (A lot of the time the keywords that have -100% ROI have only received a few clicks)
If you have only spent a few pence on the keyword you might want to wait to see if pays off.
However, if you have received lots of clicks, and spent a significant amount of money you can increase your overall ROI by deleting it.
If you have a 0% ROI this means you earned in revenue the same amount you spent
If you have a 100% ROI this means you doubled your investment. (E.g. If you spent £10 and made £20)
You can get 500% to 100% ROI, this means that your revenue is much higher than your cost.

Make sure you have enough data

Checking your AdWords reports and making changes daily will not give you an accurate representation of how your account is running. You need to sit back and get more data to get a real perspective before making decisions.
Considering return customers: Think about customers that find you via your AdWords and return at a later date to make a purchase. (You’ll miss repeat conversions if you sent your date range too short.)
It is very important to make sure you set the date range no lower than your sales cycle!
I advise testing out different date ranges to see how this affects your ROI. Test your most recent days/weeks/months and look a whole year’s data. This will give you much more informative information about your AdWords and what you need to change.

Next week i will conclude on ‘Getting the best ROI from Adwords’

Related posts:

1. Getting the best ROI from Adwords using Google Analytics (part 3)
2. Getting the best ROI from Adwords using Google Analytics
3. New Adwords Feature tested
4. Google announces new metric for AdWords dashboard
5. Google explains the AdWords Quality Score
6. Google AdWords Update for Reporting Average Position Metrics