As we get to the finish line

Yay, we're at 118 clicks and 59 conversions! The changes that the team made in the last week seem to have really helped improve the campaign as we've not only caught up on spending but also sped up! It looks like we'll run out of money before Friday at this pace. We're choosing to run out 1-2 days early rather than risk not spending all of the money. We also saw from the first week that most clicks happened in teh beginning of the week anyway. 

Some of the things that really helped were to understand how conversions worked and to track conversions rather than just CTR. The changes that the team made optimized keywords, and ad copy based on not just CTR but also the level and quality of conversions being made. Another thing that helped was to track the quality score of the ad and reword the ads to improve the score or make more versions of the successful ads. 

For me personally, I have to admit that I wasn't sure in the beginning how much we would really learn from a 3-week challenge. While this challenge has not made me an expert, I have a new found appreciation for search engine marketing and how complex it is. I feel more at ease with SEM and confident that I have the basics to build on. 

One thing that would have been interesting is to know how other teams are faring. While it is obvious that we are meant to improve vs. our own results, some healthy competition would have been fun.