The one we’re going to talk about today is the biggest blunder of all.
It can be a challenge, especially for local businesses to do, but the more you can do it, the better chance you have for success with AdWords.
What is it?
Impressions, clicks, click through rates, etc. are all well and good. But AdWords success really comes down to conversions.
Would you hand your money over to a stock broker without having any goals or ways to track how your investments are performing?
Of course not!
Why would treat your AdWords account any differently?
Advertising is an investment. (Read that last sentence again, because most people don’t get that point.)
You should know what return you’re getting on your advertising dollars. And the only way to do that is to track the results of your campaigns.
Google makes this easy for you to do.
In AdWords, you can use conversion tracking. This is a code you put on your site to track sales, form completions, or other conversion events. Once the code is on your site, AdWords takes care of the rest and shows you which keywords, ads, etc. are resulting in conversions.
If phone calls are important to you, you can implement call tracking through AdWords which lets you track those who see your ad and then call your business.
The AdWords call tracking is a good start, but it isn’t perfect. It shows a unique phone number next to your ad on Google and tracks people who call that number. But if people click through to your website and call the number they see on your site (ie. NOT the number displayed next to your Adwords ad), AdWords can’t track that.
There are other, more comprehensive call tracking systems you can use if you need to boost your call tracking efforts. They are relatively inexpensive and will display unique tracking numbers on your website so you can tell which calls were due to AdWords vs. social media vs. direct traffic, etc.
You can also set up Goals using Google Analytics to track conversions. A Goal can be someone visiting a specific URL on your site (ie. the “Thank You” page someone lands on after making a purchase or filling out a form), how long they spent on your site, or an event (like a social recommendation or ad click).
Now not all AdWords campaigns are about the ROI. For example, the goal of your campaign may be to do some keyword and/or market research.
But most of the time, it’s about generating sales. And the more data you have about conversions, the more you can measure the true effectiveness of your AdWords campaign.
Over the past couple of weeks I’ve shared 6 ways you can sabotage your AdWords campaign. There are certainly others, but these are some of the Biggies I see on a regular basis.
Now that you know what they are, there’s no excuse to have any of these mistakes in your campaign!
And if you need some help identifying the ways you’re sabotaging your AdWords campaign, check out our AdWords Optimization Review. It gives you personalized feedback about your campaign and highlights any ways you may be sabotaging it…as well as ways to do what you’re already doing well and do it even better!