...ed it, andwhether it came from the Google site, search network, or contentnetwork.All you need to implement this is a good web stats software andspecial tracking urls.I have one free generator tool that covers some basic stuff upat: http://vortex.successvideo.net/quick/qt.php that can get youstarted and I also have an article that tells you how to makethem yourself at:http://marketingnewsblog.adwordstraining.org/node/15You will find some keywords bring about a lot more conver...

...sionsthan others.In the beginning if you are having real ROI problems you canjust put more emphasis on the keywords that are bringing you thebest results, and once you have an ROI that is acceptable, youcan bring other keywords in, and test different sales copy onyour landing page, or split test different landing pages.There's lots of ways to tweak ROI but usually what I do is:1) Make sure you have tracking for everything and use it2) Plug the leaks- dump the keywords that bring no conversionsover a long period of time, like 90 days or so.3) Next, try some different landing page copy, and look forchanges either up or down with your stats. Hire a realprofessional copywriter here, don't be cheap.4) While monitoring your webstats on every change, tweak thedesign of your web site. If you aren't sure what to do, leavethe website alone and just change the copy.5) Often this is enough to double your ROI, but there is oneother thing you can do depending on your business. This hasoften been described as a "sales funnel".THE SALES FUNNEL:Any business has to attract new customers somehow, get themexcited, and get them to buy, to be crude about it. The biggerthe dollar amount you are asking people to spend, the more workyou have to do to get them into the buying mood. For a lot ofbusinesses, just getting them to be able to call a salespersonis a huge step. So whatever your business is, break your salesprocess down into the following actions as appropriate:1)Newsletter signup 2)Free download (You DO have somethingpeople can download free right?) 3)Leads with presales questions4)Qualified leads either by a qualifyer or salesperson 5)Phonecalls completed 6)Proposals 7)Closed DealsAgain this is hard to generalize like this, because if you had asimple site that sold CD's, you would not need to hiresalespeople to close a 14 dollar sale, but the key here is tolook at each step of the sales process and your website and lookat the actual cost and efficiency of each part. Now here is where the sales funnel comes in: Your website shouldget people to respond enough to get you newsletter signups andfreebie seekers, but the key thing you need to know is what youraverage percentages are for conversion of each part to the nextlevel, and how much it costs you. Sometimes you want as many people responding as possible, so youoffer something free, a free download, a free white paper, afree shareware, whatever the case may be.If this gets you so many unqualified leads that it is wastingthe time of your salespeople you fine tune your Adwords campaignand your website to get less quantity, but higher quality, andeven to the point of putting the price in your Adwords adsthemselves. This makes far less people click, but prequalifies that they aremore serious buyers, and your conversion ratio and ROI will behigher. So the point here is you can have a big funnel at oneend, getting smaller as you go, or you can start with a smallerfunnel and make it efficient. And each step in the funnel can betweaked according to your business, if you can figure out whateach of those numbers are on average.Its another way to look at ROI than most people do, but havingowned many businesses, I have found that if you can take thingsand break them down into parts you can fix the part thatactually may have a problem, and leave the parts that actuallyare working, so you don't end up throwing out the baby with thebathwater on occasion.Well, there's my 2 cents.Steve Blom Publisher Adwordstraining.org www.adwordstraining.org