Optimizing your paid search at a keyword level is crucial, but are you optimizing for every conversion type? Paid search ads are driving more and more call conversions every year. You might already include calls in your AdWords account, but do you know what to do next?

The first video in this AdWords series covered some campaign-level optimizations you can make using call data, and the second one highlighted a few device-level optimizations. Next up? Keyword-level. You can watch it now:


So first, your AdWords data is showing you have broad match keywords with a high volume of calls. Oh the bane of broad match. I mean, I love now that we have broad match modifier because that helps. But broad match opens us up to such a wide array of target market. And it’s a good thing but it’s also a bad thing, because we can spend a lot of money on one or two broad match keywords.

So this is really where you want to run a search term report on just these few broad match terms, right? Because if a broad match term is driving a high volume of calls, that’s great, but it could be a wide variety of different keywords, right? So you need to figure out which keywords are actually driving the call conversion. And that way you can add those keywords on exact match to a new ad group, especially if you don’t have them. It’s totally fine to add them to a new ad group and then really build ad copy against them and make them as relevant as possible.


Alright, the next AdWords data shows 10% of keywords are driving 80% of your call volume. This happens also on a lot of online form conversions, right? So you have just a few select keywords that are really kicking butt and driving so much of your call volume. Well, the tip goes back to what I said before, make sure those 10% of keywords aren’t capping on budget. If they are lumped into an ad group or a campaign with other keyword, they’re a budget with the other keywords.

So it’s really based on search volume at that time. And if you’re doing ad group level bidding, which some of us do on ad groups where we don’t have a bid tool or we just don’t have enough time to do down to this segment keyword level bidding, those keywords are then sharing a bid. So always make sure to keep those top performing keywords, those 10% of keywords, in their own campaign and label high value.


On this slide you can see I have a campaign that says “underscore high value,” and I have an adgroup that says “underscore high value.” So I put specific keywords in those and that gives me a lot of notice until I pay extra attention when bidding and doing budgets and even doing ad copy testing because I’ve got to make sure those 10% of keywords that are driving 80% of my call conversions are kicking butt. I want to make sure that I don’t lose that volume because it’s key to my account.

The other great thing this provides, it actually gives us an opportunity for the other keywords that you have lumped in to perform. Because we always want to find top performers, right? We don’t only want those 10% of keywords to drive the volume. We want to find 11%, we want to find 12%. And so by giving those top performers its own budget you actually give your other keywords an opportunity to rise to the challenge. And if they don’t it’ll actually help you improve and you can pause those keywords that aren’t performing.


Okay, your AdWords data shows keywords with high volume of calls from landing pages on the desktop. Again, make sure to segment. And this is where you need to segment into their own campaigns, because that’s where you can do the desktop bid. So that’s a cut-and-dry one.

Now you get keywords with high volume of calls from ads and landing pages on mobile. Again, same theory as before. Segment those out and make sure your mobile bid is really high at the campaign level. Also make sure to listen to those calls, but always listen to any keywords that have a high volume of calls just to make sure that those calls are good quality. And if it’s a customer service issue you know how to adjust your bidding accordingly, so that’s the key. It could specifically be for auto, right, and if there’s a recall keyword that drives a lot of calls it’s possible that that is customer service so just take that a step further when you have the time.