Setting up your own Google AdWords account and campaigns is a move in the right direction, but if you don’t fully understand what you’re getting into it can be a budgeting disaster. If you’re spending a lot on Google AdWords and everything isn’t tracked properly, you could be missing out on huge opportunities when it comes to tweaking your account for optimal performance and maximising ROI.
One of the main things that sets advertising with Google AdWords apart from advertising with traditional media like newspapers and radio, is the sheer amount of tracking and measurable results.
AdWords not only allows us to track leads, products sold and calls made to your business, but we can actually see the date, time and the specific ad and keyword they used to get them there.
Over time when it comes to optimising your account and making theme, this makes a huge a differe most out of your budget.
For example if you had a bicycle shop and you were advertising bicycle puncture repair kits and replacement bicycle tyres. If they had used €500 each of your budget and the puncture repair kits had lead to 300 conversions and the replacement tyres had lead to just 20 conversions, we would know that we should allocate more of the budget towards the puncture repair kits.
Without proper tracking in place we would have no way of telling that the AdWords campaign had lead to so many conversions for one product and so few for another. Even if we looked at the bike shops orders on their website, there would be no way of telling for sure that it was the AdWords campaigns that had been directly responsible for all or indeed any of those sales.
The same is true if you don’t run an ecommerce business and your main focus is generating leads for your company. We can incorporate tracking to see exactly which sections of your campaigns are generating the most leads and apply more focus around these specific services and ease off on the more low performing niches.
The more things we can track, the more success we can have with optimising and expanding your campaign down the line.
Split testing or A/B testing is when you have multiple variations of an ad or landing page etc that are all in competition with each other to see which one works the best.
So for example if you had 5 ads in an ad group and 3 variations of a landing page those ads go to, all of the possible ads would be competing against each other and all of the landing pages would also be in competition to see which versions work the best to generate clicks, leads and sales for your business.
Split testing is probably the most important thing we do for our clients as we are constantly developing new ads and landing page variations to outperform the current best performers.
Over time, these constant performance improvements can lead to huge jumps in click through rates and conversion rates while also significantly lowering your cost per click and cost per conversion.
So every new lead/sale becomes cheaper to get through AdWords and your budget can bring in more and more customers at the same cost.
Without proper tracking in place, split testing would be completely impossible as you wouldn’t be able determine which ads and pages are leading to the most conversions.
To make sure your AdWords is account is in good hands and that all of the available tracking is set up properly, you should always choose a Google Partner.
The accounts that Google Partner accounts manage are regularly checked in on by Google to make sure they are being managed to a high standard and the employees of the agency also have to undergo regular testing and examinations to make sure they are up to date on all of the latest trends and best practices.
If any account isn’t being managed to the high standard that’s expected, or the agency hasn’t been keeping up to date with their exams, then they will lose their Partner badge.
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