I'm thinking for the keywords that I'm getting regular conversions out of to up the budget spent on them by say 20% each month to see if this further improves conversions. Does anyone else do this or am I just mad?!
Are you spending your full daily budget? If so, then you should do one of three things: 1) Reduce your bids slightly across the board, so that your budget lasts all day. That way you get more clicks for the same money, so you'll get more conversions for less money each. 2) Reduce your bids or kill your worst-performing keywords. As a result, you'll get more clicks on the others (since the budget will last longer) and again, you'll get more conversions for less money each. 3) Increase your budget. If you are spending your budget, and you increase it, you'll get more conversions at the same cost per conversion, so since you're happy with that, then go for it. If you aren't spending your daily budget, then increasing it in isolation won't have impact (obviously). If you mean that you're considering increasing your bids, and your budget accordingly, then each conversion will cost more, but you'll get more conversions for your money. This is slightly dangerous, as you pay slightly more for each click - even the ones you were going to get anyway. So make sure that you do the sums before you start...