PPC Optimization Wizard

Review and refine existing paid keywords

You want to improve PPC ad results towards your selected key business metric
In ths step we will look for broad keywords, such as 'shoes', that may be candidates for changing to more narrow terms such as 'leather boots'.
With broad keywords you tap into the largest search inventory but also face the steepest bidding competition, i.e. highest prices. Sometimes you can increase returns by bidding on narrower terms that often cost less but also draw fewer visitors.

Using Unica NetInsight (or the web analytics solution that you have available) perform the following steps.

Run a report of your paid keywords with metrics for traffic volumes as well as outcomes, e.g. conversions or revenues.
Sort the report by traffic volumes.
The keywords ranked at the top now will typically be your broadest terms assuming that you are bidding sufficiently on these terms today.
Look for broad terms that despite their high traffic volume have relatively lower conversion rates and therefore lower ROI.
Experiment with lowering bids on those broad terms while adding additional new terms that are more specific.
Monitor carefully whether the move is rewarded with higher profits. These should come from a.) lower costs-per-click, b.) lower click-throughs, but c.) higher conversion rates.
If you experience that the narrower terms are too narrow to draw enough volume of business then retrace your steps and see if there are any keywords that are slightly broader.
For the steps above make use of the tools available from PPC outlets that can help you estimate search volumes on various keywords. See http://www.google.com/sktool/