Over the years many marketers have developed ad campaigns in an effort to increase their sales; only to discover that there is something wrong.Particularly, as it relates to the use of Google Adwords, which typically requires various strategies to implement an effective ad campaign. If you believe you are experiencing challenges concerning your ad campaign or that you feel you’re not getting enough RoI, below are three things that you’re likely doing wrong with Google Adwords and what you could do differently.
There are several things that you could be doing wrong concerning Google Adwords. However, three of the most apparent that you’re likely doing wrong consist of the following: Not implementing conversion tracking, no ad testing and not tracking conversion values. All of which are explained in more detail below.
1. Little to No Conversion Tracking
When implementing ad campaigns using Google Adwords, the goal is to get a conversion from a customer to generate a sale. When conversions take please, they take place from a specific customer who uses a specific activity that is worth tracking.
Far too often, many marketers spend hundreds, if not thousands of dollars on Google Adwords without implementing tracking conversion strategies. This is important because it allows you to identify what’s taking place after a customer has responded to one of your ads.
Most conversions can be tracked by using specific types of actions that take place and lead customers to your website, followed by making a purchase. Without tracking your conversions, there’s no way to determine the source of the conversion, which means that you will be in the dark about its source. You won’t know if someone purchased your product as a result of signing up to an email list, a newsletter subscription, clicking on an ad or from some other source.
When there’s no conversion tracking, the company is basically in the dark as to how they are generating their leads as well as how they are generating sales. And by being in the dark, you don’t get to refine the stuff that works and cut out the stuff that doesn’t – since this is primarily how you suck more revenue out of each dollar you invest.
2. No Ad Testing
Ad testing, short for advertising testing is one major element in the marketing research and advertising process where companies can measure and track the effectiveness of ad campaigns. It is often difficult to determine which of your marketing messages will outperform others that you’ve launched in different campaigns. That’s why it’s important to test them all – whether they appear strong or weak, they should all be tested.
In doing so, it allows marketers to try different ads and test out (or measure) the effectiveness of new modified versions.
Ad testing can consist of a wide variety of strategies based on when and where advertisements are placed. This in addition to the ad copy or the messages used in the ads themselves and the placement of the ads as well; meaning the media outlets for each ad.
It’s best to begin the testing with 3 to 4 different campaigns and began weeding out the ones that perform poorly. You can do this by using the metric that is more important to your overall campaigns and to your overall business in general.
After you’ve determined which ad outperforms the others, continue to test new marketing messages and ad copies against it. That way you can determine how it performs compared to the new ones that it is being tested against.
Sadly, so many companies fail to implement A/B testing methods with their ads, which results in difficulty in identifying poor performing campaigns.
Basically, companies and marketers should avoid implementing ad campaigns without testing whether or not their target audience responds to it favorably. Those ads with unfavorable responses should be discarded or modified as opposed to running the same ad, in the same manner, using the same messages. This will likely produce the same results for business owners, and in them spending their marketing dollars in the wrong areas.
3. Conversion Values
Another huge mistake that many companies make is that they fail to track the value of their conversions on an as-needed basis.
Conversions are important because it allows you to assign values to the different conversions that take place within your business. It allows you to observe the total value that has been driven by each of your advertising methods using various conversions sources. For example, some conversions are more valuable and worth more than others; thus setting and tracking conversions allows you to identify both high (and low) value conversions and respond accordingly.
Some of the benefits include
- Being able to track and identify your campaign’s ROI.
- Gain a much better insight into the overall value of your conversion – meaning that you are able to measure the total value that has been created by each individual and combined ad campaigns. This method allows you to track ads based on ROI.
Additionally, when using such data, you can identify various ad campaigns and adjust budgets, modify targeting and change your bids accordingly.
There are transaction specific conversion values which essentially can be different every time the same type of conversion takes place. For example, if you happen to operate an online e-commerce store, and made two sales, one of the conversions might have a value of $20 whereas the other may be worth $100. It may be a great idea to use transaction specific methods to identify more accurate values when dealing with sales that have multiple price points.
Although setting up a transaction specific value may require the assistance of a web developer, it may be well worth it to improve this area when using ad words.
To conclude, if you are investing money into Google Adwords, it’s important to go the extra mile and develop strategies to measure your performance in every area possible. This will allow you to maximize your marketing dollars and make better decisions about your marketing efforts from this point forward.