your CR are really high. not sure if that's normal for 7search traffic or the product you're promoting but what ever you're doing, keep it up.

keyword 2 has a much higher CTR so focus on increasing the CTR of keyword 1. test out new ads for keyword 1 to find your best performer. remember, test test test test test test.

Peter,

I agree your conversion rates are very good however without knowing what you are selling (or what you are counting as a conversion), we can’t really say if that is good or not. For example many products and services have industry standard conversion rates or rates that are common in the industry. Your 75% for keyword 1 might look good but if you found out the industry standard was 125% (which I doubt its that high), then you wouldn’t be doing so well. Obviously those are just made up numbers but my point is that you have to have something to compare it to.
The CTR for your second keyword looks good. Anything over 1% is pretty good with paid search but again, you should reference industry standards if you can find any. The CTR for the first keyword looks too low. That could be contributing to your perceived high cost for the campaign.

As far as the cost goes, I’m not sure what keywords you are bidding on so its difficult to say if that cost is in line with what others are paying on other networks. 19 cents per click doesn’t seem too bad.

Assuming you are tracking conversion right, I wouldn’t worry about the other metrics as long as you are selling things. You could always improve a campaign but if you are making sales, that’s great.

As elcarnicero mentions, you should tweak and then test a lot. Testing is really the only way to get to a place where your campaigns are performing well. Remember to record what you changed, what worked and what didn’t.

Best,

Shawn