Most of us would know that Google AdWords is a powerful tool to launch an effective ad campaign. But how do we measure its effectiveness and how can we refine the campaign to be better ñ to be more result oriented?
Well, here are some important points that we have gathered together to help in making our Google AdWords campaign more successful.
Crucial questions are :
Keywords are the crux around which your entire ad campaign revolves. The success of your ad depends on the quality of keywords/phrases selected.ï Make an initial keywords list
Categorize the products and services you offer and then list out some of the important keywords under each category. Use singular and plurals as well. For example: - for internet marketing service, you can use keywords like internet marketing promotion, search engine marketing etc.; for web designing service, you can use keywords like affordable web design, web designing company etc.
ï Avoid using generic keywords/phrases
Do not use generic keywords as far as possible. In case of unavoidable circumstances, combine the keywords to make a key phrase relevant to your business/ad. Try using theme based keywords like: - for a web designing service, you can use web designing company, business web design, Flash web design etc.
ï Category based keywords
Make a separate ad for each category of product/service. And thus, choose keywords that represent each category individually.
The ultimate aim of every ad campaign is lead conversion to increase sales. However, to capture the interest of the user, it is essential to have a carefully designed landing page that gives the user the relevant information ñ a poorly constructed landing page hampers the success of your ad campaign.
Below mentioned are some basic guidelines for a good landing page:
ï Your landing page should relate to the keywords used in the ad.
ï The landing page has to provide the relevant information only as per the ad campaign.
ï The page should have some call-to-action like: - contact us form, subscription form etc. so that the prospects get various options to follow up.
XXCPC bid is basically the amount that you decide to pay for every click on your ad. You will need to bid for the keyword/s chosen and also select the position that you would want to be on. Generally, the higher CPC bid you have the better is the positioning of ad. The maximum amount that you decide to pay for every click is termed as maximum CPC.
Click-through rate (CTR)
Click-through rate (CTR) is measured as the number of clicks you receive on your AdWords ad. The higher the CTR, the better is the ROI (provided that you have a successful ad campaign). In simple terms, CTR is the number of times a visitor clicks a particular ad. CTR is calculated as-
CTR=Number of clicks/ Number of times a visitor is exposed to that ad
Apart from your ad CTR, there is a need to measure your keyword CTR as well. Keyword CTR signify the importance of the chosen keyword/s used in the ad.
Return on Investment (ROI)
To measure the effectiveness of your ad campaign, it is essential to evaluate its Return on Investment (ROI). ROI is the ratio of the money spent on advertising and the profits earned in return. ROI depends on your specific advertising objectives such as: - more user traffic on the website, increase in the subscription requests, purchase of a product/service etc. You can enhance your ROI by bidding for those keywords that help you earn more revenue.
There are numerous points that should be considered for a powerful Google AdWords campaign, the abovementioned are some of the most basic ones that should be kept in mind.
The 4 Pís of Marketing (Product, Price, Place and Promotion) should be one of this first ad creation strategies a search engine marketer turns to when building any new AdWordsí campaign. These four elements ñ which are the cornerstone of nearly all first year marketing textbooks ñ are of paramount importance in the search engine marketing sphere.
The trick with Search Marketing is to create ads that possess an even balance of creativity and detail about the advertised product/service. If you put yourself in the shoes of a purchase ready consumer on Google, you will begin to understand the importance of utilising the 4Pís in your ads.
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