How to Build Better Customer Experiences
Adwords allows for you to accomplish a wide range of objectives. Depending on your specific objective, you will have to monitor different sets of data. When it comes to the traffic volume your site is receiving, there are 4 main types of data you need to pay attention to; these include:
- Clicks
- Click through rate (CTR)
- Key word performance
- Search terms
Lets brake each of these down and figure out the most effective way to ensure you are accomplishing your particular objective while improving on each of these factors:
Clicks and Click through rate
A big part of creating a campaign that brings a good amount of relevant visitor (people that are actually interacting with your site and possibly purchasing your products and/or services) is having a tingly planned campaign. To ensure this is the case, always organize your Adgroups by common theme, product or goal. Lets give an example:
You are a training institute that teaches ‘Web Design’ and ‘Graphic Design’, for each of these you offer 3 levels of complexity: Beginners, Intermediate and Advanced. So you would have to create 2 campaigns: One for ‘Web Design’ and another for ‘Graphic Design’. Within these 2 you would make one Adgroup for each level, thus, you will end up with 3 Adgroups per campaign:
Web Design Campaign Adgroups:
‘Web Design for Beginners’
‘Web Design for Beginners’
‘Web Design for Beginners’
Graphic Design Campaign Adgroups:
‘ Graphic Design for Beginners’
‘ Graphic Design for Beginners’
‘Graphic Design for Beginners’
One of the most important factors when convincing people to click on your ads and increase your click through rate is the quality of your text Ads. You need to always track which a Ads are bringing visitors to your site and which ones aren’t and constantly improve on them.
Maintain a good key word list
Generally any Key Word with a click through rate of 1% or more and a minimum quality score of 5 can be considered a well performing keyword. This is a general rule however, remember each single campaign is different than the last one, but is a good standard to get you started.
Then just proceed to eliminate those key words that are not performing well while keeping those that are. If there are any keywords that seem to be bringing in clients that never make a purchase, then they should be included in the negative list of keywords.
Review Each term:
This is a great way to start identifying those keywords that are bringing visitors that actually are purchasing things from your website versus those keywords that are bringing irrelevant visits (people that are not converting or that are bouncing off your site increasing your bounce rate, which is never good!).
Look in your admin panel to the search terms that each keyword is triggering, if there are particular search terms that are triggering a lot of clicks (and conversions), see if you can identify some extra keywords from the terms and add them as new key words. In a similar manner, if you see terms that are not triggering anything (or are bringing in visitors that bounce of or fail to create any useful conversions) i.e are irrelevant to your business, turn them into negative Keywords so you can avoid your ads showing for those terms which will help you save money (remember that you pay per click) as you reduce the amount of non-converting visits to your site (while focusing more resources on those keywords that do bring in useful volume of visitors)
Conclusion:
If you follow these tips while always maintaining a close eye on those terms, ads and phrases that are working for you (and getting rid of those that don’t) eventually you will end up with a campaign that constantly bring an important and relevant (there’s no point of bringing visitors in your site that aren’t converting or are bouncing off quickly) people to your site. Also, remember to constantly improve and experiment with your campaigns, things that work today might not do so in a point in the future, keep trying, improving and you will certainly see your profit steadily increase.
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