Google Grants Ongoing Management Guide - Manual (Page 22)

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Sort by conversions
You can also use the conversion data to view terms by the number of
conversions theyʼve generated. To do so, you can sort the report by the
ʻConversionsʼ column to gain insight into which keywords are producing the
desired outcome.
o Many conversions: Keywords with a significant number of
conversions are crucial to the success of your campaigns. As with
high-yield terms, you can examine these high-performing keywords to
gain insight into which advertising strategies encourage users to take
the desired outcome.
o Are these call-to-action keywords?
o How are these terms related to your ad text?
o Are there synonyms you can add to your account?
You can use the insight you gain from these terms to make changes to terms that
are converting less frequently and to generate ideas for new keywords that might
also convert at high rates.
o Just a few conversions: Keywords that have generated a relatively
low number of conversions (or no conversions at all) over an extended
period of time may never convert at high volumes. We suggest that you
pause or delete these keywords so that your budget can be directed to
keywords that convert more frequently.