Keyword Mix

The optimisation cycle typically includes the following elements:
Keyword analysis

• Match types
• Search queries
• Negative terms
• Positions

Ad testing

• Prices
• Call to action

Click path analysis

• Influencing keywords
• Converting keywords
• Journey time – first click to conversion

The following image illustrates the different possible touch points for your site and why it is important to not just focus on the converting click:

It could take a number of clicks before the converting the user; these clicks could also be generated by differing terms. The type of conversion journey taken could also resemble the products purchased and basket value. I.e. users may take longer when researching to buy high end products.
Day Parting
Focus budget around converting days/times
Basic adjustments enable user to specify when the account should be active