Even better, the discipline of tracking results and improving a campaign’s effectiveness and efficiency will often lower the cost per click. Higher conversion rates with lower costs result in a much better return on investment for the advertiser.
Consider it Google’s reward for using less of its inventory for your campaign and leaving more for someone else to spend money with Google.
Best practices start with dedicating time to campaigns at least weekly. Several times a week if not daily are even better. Why? Campaign results vary based on:
Mapping starts with creating a spreadsheet that links the three most important elements of the campaign.
Those three elements are the keywords being sponsored, the ads that target those keywords and the landing pages that are linked within the ads.
The reason why this is so important is because you can tell at a glance if the keyword being sponsored is represented by the ad and the landing page.
If it does show up in the ad and landing page, it is much more likely to result in a click on the ad and less likely to result in a bounce when the visitor reaches the landing page.
(The bounce rate is defined as a visitor who comes to one page on the site and leave again, probably because the landing page isn’t relevant or doesn’t have prominent links that invite the next click.) (more…)
A Google AdWords strategy begins with defining a few simple goals. Knowing these goals will help with the expectations and results of a campaign.
Possible goals include:
It can be inexpensive because there is no minimum monthly charge.
It is efficient because the advertiser pays only for the click and not the impressions.
It is educational because it will teach the active user a great deal about how people use the Internet to search. It focuses their efforts on relevancy. (more…)
Google AdWords is a worthwhile cost if it provides a good return on investment. Otherwise, why waste the money?
The most important measures of an ROI for AdWords are revenue and profit. The revenue measure is misleading. The profit measure matters much more.
The revenue may be in the form of advertising impressions if the ads are sold on a cost per thousand basis, cost per click if a network such as AdSense is used, conversions with an affiliate marketing program, e-commerce transaction, etc. (more…)
Do they generate clicks, sales, signups, social follows, return visits or other measures of success? Does the result more than pay for the cost in labor and cash?
Some types are more effective than others, but their effectiveness also depends on other factors such as the quality of the ad, the audience target, using the right distribution channel or the product or service, etc. (more…)