Optimisation for AdWords
Post by Shane Quigley on Wednesday, February 28th, 2007 in Google Adwords
Google have posted their second part of the following article:
Following on from their comments I just want to add that optimising AdWords is simply not a case of tweaking adverts and bids to get cheaper traffic. Sure its a major part of the ongoing work but the real magic happens at the business end, your website!
If you have a conversion rate of 0.5%, then regardless of how much your traffic costs, if you can make a few shrewd changes to your site and increase conversions by another 0.5%, then you just doubled your enquiry/sales rate.
Imagine if you could increase it by 3 or 4 percent extra, thats when your campaigns really start to fly. Far too often advertisers forget the importance of a solid landing page with good calls to action and a straightforward enquiry / buying process.
Most of your visitors are lost sales because of 3 things:
1. Your advert took them to a page that does not talk about the product or service you advertised.
2. You forgot to ask for their business! They shouldn’t have to hunt around or scroll down the page to move to the next stage, they should easily be able to see multiple calls to action.
3. Your checkout process or enquiry form is simply confusing.
Spend some time on these 3 areas and see how your campaign is transformed beyond where you thought it could be.
Related posts:
- Google challenge students to Adwords competition
- Google Adwords CPA model launches
- AdWords Secrets Revealed
- Negative Keywords in Google AdWords
- AdWords Video Advertising
March 9th, 2007 at 10:32 am
A fair point. It’s easy to get totally wrapped up in clickthrough rates and cost per clicks, and forget all about actually converting these visitors to sales once they arrive on your site.
June 25th, 2007 at 2:25 pm
I have lot of Impr. (like 11.000) and only 4 clicks. What is happen? I spound lot of time at these 3 topics that you said, but don’t have other solution. =/
July 11th, 2007 at 10:26 am
Calil,
The article was specifically talking about converting clicks into sales, rather than converting impressions into clicks.
The first question would have to be - do you have Content Targetting switched on (look in your campaign settings). If so, this will give you very misleading numbers of impressions.
If you are looking at the search results on their own, then your advert isn’t persuading people to click on it. Try doing the search yourself and see which adverts you would click on…
I’ve discussed this at length at http://www.epiphanysolutions.co.uk/google-adwords
Try looking there, and post again if you are still stuck…
Thanks,
CustardMite