It is REALLY important to understand the connection between general and specific keyword phrases and conversions. Many search marketing agencies are seriously damaging their client’s sales revenues by deleting general keywords because analytics makes it look like they don’t convert when in fact that more general phrases are how their client is being found.

Cut off spending on those general keywords and when the potential sales in the pipeline are complete there will be few to replace them – but since there will be some time between the change in ad spend happens and the sales drop many won’t realize THEY CAUSED THE DROP.

Because most analytics programs including Google Analytics credit conversions only to the LAST click. Many eventual buyers that first searched on the general keyword phrases later search and return on a specific phrase such as the brand, model name, model number or even color or size of what they’ve decided on.

That new search for a specific phrase OVERWRITES the earlier general phrase search – making it LOOK LIKE general keyword phrases are not converting when in fact THEY GENERATED THAT SALE because that buyer RETURNED on that new search based on what they learned on their original search AND their recognition of your site.

If you didn’t buy general phrase and they had not been to your site before they would be far less likely to select YOUR ad when they did the specific search EVEN IF other merchants are selling exactly the same products.

THIS is why reliance on analytics is dangerous in the hands of most people buying AdWords or similar ads today. They do NOT have a clear understanding of the big picture.

I have heard many consultants and employees of search marketing agencies bragging about how much money they save their clients because they quit bidding on what THEY THINK are non-performing keyword phrases – completely oblivious to the damage they’re doing to their client’s sales.

The wisest strategy is to make sure you rank highest on the specific phrases and get as much traffic as you can bidding lower down the page for the general phrases. Except in very rare circumstances you DO NOT want to bid into first or second position on general, high traffic phrases because you can generate a far higher ROI from buying more traffic for the same money.
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