Phrase matching not paying off yet

[intrloper9]

So last week, I completely re-arranged one of my client's AdWords campaigns. They have three categories they're promoting right now: Consulting, Staffing, and Microsoft SharePoint. So I split each one up into its own campaign, with its own budget. Then, I removed most of the Broad keywords I had, in place for Phrase matching. The aim here is to, yes, possibly lose out on some traffic volume, but in turn, increase CTR% and deliver more accurate visitor/customers to their website.

Problem is: It's not working. Since last Thursday, the SharePoint campaign hasn't even gotten one click!

I've already convinced them that CTR% is always more important than Impressions. And I truly believe this. But with Phrase matching now, they're getting neither.

Without any of you having the benefit of being able to look at my campaign settings, I wonder if you could offer some pointers for things I might be doing wrong.

Thank you.

[Ryan L]

first off you might want to remove that live link...you don't want this thread outranking your clients own website.

have the impressions dropped of significantly as well?

when you type in the "exact phrase" are all your ads showing?

Impressions are good too, obviously they don't pay the bills like clicks>conversions; but they aren't useless.

Do you have analytics set up?

[Mel66]

I recommend running a Search Query report on your old campaign to see what keywords were driving clicks there. Then build out your keyword list accordingly.

Melissa

[abbottsys]

...Then, I removed most of the Broad keywords I had.....
Based on what criteria? This is your problem. Broad match can often get your ads displayed on keywords you never dreamed of. Google makes the decision on keywords it "knows" to be relevent to your broad match keyword. Remember, Google checks enough searches that it can make associations you might never make. So, put broad keywords back, and make sure you are using conversion tracking to measure their ROI. Remove them based on an ROI decision.

[intrloper9]

Thanks everyone for the advice. I went back to Broad matching for now, as I"m in the process of convincing the client to set up more 'goal' pages ("Thank you for your purchase") etc. Once we have these pages set up, I can begin tracking keywords further into their site.