I cannot begin to tell you how many clients have come to me for AdWords services to find out that they spend several thousands of dollars every month for clicks without holding Google accountable. What do I mean by that?
If you do not have Google AdWords conversion tracking installed and at the minimum Google Analytics installed, you are not holding Google AdWords accountable. You must have metrics in place to be able to identify the success or lack there of of your Google AdWords program.
Without conversion tracking installed you will never know how many leads AdWords actually generated for you. When things get tight financially the first thing you will choose to chop is AdWords. But if you know you got 30 leads from AdWords last month and 5 leads from your website, instead you may choose to increase your AdWords budget to generate more leads and cut back on website services for the time being. With the knowledge of what vehicles are generating a return for you, you can make smart choices in regards to your budget. But if you do not have these metrics in place, you are only guessing at where your business has come from.
Typically we will not take on a new AdWords client until these metrics have been installed by their webmaster, as we want to seriously help our clients get the most from AdWords. We want to have conversations built around historical data not guesswork!
AdWords can bring you leads and sales but you need to do your part to keep the program accountable to match your business objectives.
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