Numbers are your enemy. They will only complicate your life and take time away from your instinct and opinion. In fact, I think analytics just might ruin your pay-per-click campaigns. Read on to learn to stop loving metrics and start loving subjective decisions!
Too Many Metrics? Just Optimize For One
Listen, there are a lot of data out there. Trying to look at all of the data takes too much time. That's time you could be spending turning on all of the automatic management features of AdWords and getting a martini.
Web Analysts want you believe that analysis is hard. It's not. Just pick a number for your campaign that matters to you, say conversion rate. Now base all of your optimization decisions around that one metric.
Who cares how many impressions those other keywords got? Revenue and cost-per-sale? Forget them. Optimizing for one goal is easier and people love seeing conversion rate go up and to the right.
Everything That Matters Happens Before The Click
Keyword research is really time consuming. The same goes for setting up campaigns, ad groups, and creatives. That's why you should spend your time measuring those things. Don't waste your time seeing what happens when people land on your site.
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