Information Technology Reference
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Second, if you have a search listing that generates less than one hundred clicks
within the reporting period, you will have statistically limited conversion actions (or
proxies) recorded and little action to take, simply because you do not know whether
the impact is significant and valid. in Figure 11.1 you can see that we have lots of key-
words generating limited clicks and no revenue.
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Figure 11.1
Custom search listings cost and revenue report
does this mean that we should immediately remove those keywords? no! it
simply means that we have too limited a dataset to make any solid conclusions. So it
becomes your task to group some of these words to create meaningful analysis and sug-
gestions for actions. remember that your customers already group search phrases, so
there is no sin in doing this. a simple way of grouping keywords is to look at a unique
organic landing page, such as a product page, and the search phrases used to reach it.
By reviewing search listings for “nailers,” Figure 11.2 shows us that only one of
our keywords is successful.
however, it's likely that some of our other keywords are “upstream” keywords
used to get to this one. to learn more, let's add a dimension, as shown in Figure 11.3.
