Google Grants Ongoing Management Guide - Manual (Page 21)

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How to analyze conversion tracking data
Sort by cost per conversion
You can then either view the e-Report or download it to an Excel sheet. Once you
have the data, we encourage you to sort the report first by ʻCost per Conversion.ʼ
This metric will help you understand the effectiveness of your keywords in driving
your desired action.
o High cost per conversion: Certain keywords may have a relatively
high cost per conversion (again note that there is no charge to you for
your ad clicks, rather this metric refers to how much of your allotted
budget was spent per conversion). A low cost per conversion is ideal. If
you encounter a high cost per conversion, evaluate the relevancy of
these keywords to your advertising goals. Ask yourself the following
questions:
o Are these keywords crucial to your campaign? Think of ways to
optimize these keywords to yield a better return on investment.
o Are these keywords relevant to their ad text?
o Do these keywords reflect the desired outcome?
o Should you pause or delete these keywords so that your budget
may be better spent on higher yield terms?
o Low cost per conversion: Certain keywords will have a relatively low
cost per conversion, which is a good thing. You will want to double
check that the terms with a lower cost per conversion are also relevant
to your advertising goals and that the investments here are worthwhile
as well. If you find that the keywords with a lower cost per conversion
are relevant, you can use these high-yield keywords to generate ideas
on how to further build out your campaign.
o Can you generate expansions or variations on these terms to
drive more high-yield traffic to your site?
o What is it about these keyword and ad text variations that may
produce the desired outcome at a lower cost? Try to identify this
and expand on this success.