When you are optimising and improving an Adwords campaign for an eCommerce site there are 3 main metrics which count; the cost per sale, number of sales and revenue generated. The main goal is to increase revenue and profit and this can be done purely from analysing your figures. With lead generation campaigns however, there is one variable which cannot be ascertained easily from data alone – lead quality. Whether you are a law firm only wanting large cases or your sales team are so busy you don’t want them wasting time on poor quality leads the same frustration applies, so how can you filter out and improve your lead quality?
Google recently announced a 17% increase in revenue with $14.1 billion coming from the Google Adwords platform. With shareholders seeking constant increases in revenue Google has been streamlining and improving their platform to allow advertisers to quickly fine tune their campaigns. Along with the improvements of the platform there are a few default options and crafty techniques/tricks used that are good for Google but not so good for their advertisers. Here are the main things that you should immediately check and fix in your own campaigns to improve your ROI and potentially save you thousands.
Google is very good at spending your advertising money if you are not careful. One of the major changes that they have made to increase the amount you are spending is the introduction of enhanced campaigns. What this has done is made it impossible to turn tablet advertising off which has ramifications for the performance of all campaigns but in particular campaigns that are opted into the display network.
Google Adwords is a rapidly changing platform with new ad types, extensions and features introduced frequently as Google attempts to attract more advertising dollars and increase the click through rate on adverts as opposed to organic results. Recently there have been so many new features released that chances are you haven’t even heard of them, but should as they offer a chance to increase the results your campaign is generating.
A large number of businesses, both big and small, are allured to advertising on Google Adwords with a Free $75 voucher sent out by Google to every business that gets a Google Maps listing. The majority of these businesses use a set and forget strategy and have been paying for and wasting money on Adwords ever since. Does this sound like your business? If so, here are 5 quick ways you can start saving money and generating better results from your campaigns. Remember to always base optimisation decisions off large amounts of data so either pick ‘All Time’ as the date range when following these steps or ensure you are not relying on just a few days worth of data to optimise your campaigns.