Topic of the week: CTRs. Sales. Success. How to track all of it.
Understanding the best ways to use AdWords reports, Conversion Tracking and Google Analytics could be the most valuable thing you do with your AdWords account.
Tip #1. Get to know your AdWords reports
Check your campaign reports to learn about the clicks, impressions and click-through rates (CTRs) you’re getting from AdWords.
Tip #2. Start tracking sales/leads from AdWords
See which clicks turn into sales using Conversion Tracking or Google Analytics.
Tip #3. Use Search Funnels to get the big picture
See how different keywords and ads work together to influence a customer before they purchase (Conversion Tracking required).
Remember, next week is the final stage of the competition. To make sure you’re still in the running to win a trip to Sydney, Australia, you must have completed the four steps.
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Topic of the week: Better keywords = Better traffic
Since you’re spending money on your ads, it makes sense to spend a little time on your keywords. In about 10 minutes, twice a week, you can check in, change anything that’s not producing the results you want and try some new keywords. You’ll be impressed with how quickly you can improve traffic to your site.
Tip #1. Add negative keywords
Specify which search terms you don’t want your ad to appear on. This will help you keep costs down because it prevents clicks from people looking for things you don’t offer.
Tip #2. Use the Opportunities Tab to find new keywords
Check this tab regularly for new keyword ideas based on your goals. Hint: for new keywords, click on the Keyword Tool.
Tip #3. Find seasonal keywords with the Insights for Search tool
See how your customers’ search terms vary by season. Create an ad group with seasonal keywords.
Remember, your AdWords success is all about trying new things. If they work, do more of them. If they don’t, change them. It’s all up to you.
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Topic of the week: How to write click-worthy ads that make people look twice.
Your ad is your one opportunity to convince your prospects to visit your website. And of course, when they read your ad and click through to your site, they should find the kind of products and/or services for which they are looking.
Tip #1. Bring customers directly to what they want
Find out how to add the right “destination URLs” to get your prospects to exactly the right page on your website.
Tip #2. Stand out from your competitors
Write ads that highlight your most competitive features: low price, special services, free delivery, etc.
Tip #3. Make ads work harder for your business
Use ad extensions to add business or product details to your AdWords ad. This can make a huge difference for customers as they make their decisions.
Remember, the only way to tell what your customers really prefer is to test 3 – 4 ads to see which click-through rates (CTRs) are higher. Then, keep the top-performing ad, try other variations, and repeat often. You’ll begin to feel like a pro in no time.
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Google offers the Adwords Train & Gain Challenge, which helps existing Google Adwords customers improve their advertisement campaigns by offering tips and tricks and allow contestants to win prizes. This is a 4 week training offered by Google, and each contestant has to follow the tips offered by Google to improve their existing campaigns.
If you’re new to Google Adwords, you may opt to ask Google to build the campaigns for you by calling 800-848-9256. This is a free service offered by Google to new Adwords customers only. If you’ve already used Google Adwords, you may contact Google Adwords support at 866-246-6453.
To get started with Google Adwords, try browsing Getting Started Guide.
In the next few articles, we will look at Train & Gain challenge closely to go over the tips and tricks offered by Google.
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