Tag: AdWords

There are a few things that I want to share with you that I do to help improve performance routinely for an account. First, if it is at all humanely possible I ask the client to make sure that conversion tracking can be installed so that I can identify the keywords that are generating leads before we even start managing their account. I also ask that they install Google Analytics on their website as well.

Once I am managing their account here are a few things that I do to improve activity and conversions.

1. Week one and two I bid high on keywords to see what Google can do with the account. It is not uncommon for me to use the budget optimizer in campaign settings to allow Google to set the cost per click. I do not usually cap the cost per click amount in the settings in this initial testing phase.

2. I review the keywords that are generating clicks and conversions. I make sure that ad text is created that contains those specific keyword phrases in the exact order that they are shown in the control panel. I have found that by adding new ad text in this fashion I will stimulate additional conversion activity.

3. I routinely review the keywords from search activity both organic and paid from within the Google Analytics control panel. I don’t take a lot of time reviewing Google Analytics, but I do use it as a tool to harvest additional keywords as sometimes new ones and new directions occur in search traffic that can be used to improve activity in Google AdWords.

4. I routinely review the cost per conversion making sure that the cost is below what the client tells me he or she sells their product for. I want AdWords to be profitable and a good return on investment for the client.

5. I try to review the “all search terms” tab regularly in an account looking for new keywords to add and new negative keywords to add to an ad group or campaign to fine tune the program.

In the first four weeks of account activity I review the account every business day, as I have found that what I do in the first four weeks has significant impact on performance and the ability of Google to properly serve the account and maximize activity and conversions.

If you are looking for a Google AdWords Certified Partner who has the experience to make a difference in your lead conversions look no further and take a look at our services and prices.

To use pay per click advertising successfully you really need to know what your cost per acquisition is or rather how much you are willing to spend to get a new customer and still have profit left over. Without knowing your cost per acquisition, you can actually be paying Google AdWords for each new customer sale you make or each new customer your get. Google will work hard to spend your money, but it is your job to make AdWords profitable for you.

So, do you know how much it costs for each customer? How to you figure this out? A lead conversion in Google AdWords does not mean a sale. The formula for each business is different. One of my clients told me that for their business, it takes 10 leads to make a sale. Typically the higher the value or price of your service, the more lead conversions you will need to make a sale.

AdWords will track the lead conversions for you, but you need to track sales generated and each month look at the sales generated, total spent on advertising in all areas and then extrapolate to determine your cost per acquisition. In some cases when clients review this information they find which avenue is a better lead generator for their business or that one is more cost effective to use than another. Without this additional information and careful review, you may be spending more than you should on generating new business.

Once you know your desired or average cost per acquisition, Google AdWords has some excellent tools to help balance your traffic and cost per click to keep you within your profit restraints. The conversion optimizer with a maximum cost per acquisition setting is an excellent tool. You can balance what you want to spend with what Google recommends. Remember however that Google is in the business to serve clicks and you need conversions and sales so make sure that the setting you use does not stretch your margin too tightly.