Non-Converting Keywords

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• Non Converting Keywords

Non-Converting Keywords

Non-converting keywords are defined as keywords which have not contributed to a conversion during the specified reporting period. JUMP attributes even weighting to all keywords that contribute to an acquisition; for example, if a unique user uses 4 keywords on the road to completing a transaction, then each of these keywords will be attributed 0.25 of a conversion.

All non-converting keywords are plotted on the matrix below; where they fall on the matrix determines what action the JUMP system will recommend.

The bottom left quadrant contains all of the keywords that have not yet spent enough money to exceed the target CPA, and have not exceed the number of clicks required to achieve the target conversion. However, within that quadrant, there is the ‘investigate and campaign manage’ category, which is a buffer zone that provides advance warning that a keyword is about to exceed one of the metric parameters.

The objective for the Account Manager is to target the keywords that fall into the ‘investigate and campaign manage’ category and implement one, or a combination, of the actions outlined in the Process-driven Campaign Management section.

The view that the Account Manager will get in the JUMP system lists all of the keywords, by category, and gives access to all of the required metrics and the functionality to take appropriate action.