If you want to find out
how your AdWords campaigns are doing, there's lots of information you can find,
with both positives and negatives. On the positive side, you can analyse all of
the details to see those sections that will help you optimize your campaign. On
the negative side, because of the vast amount of data, you might miss some
essential clues.
It's best if you'll focus
your attention on the crucial data when evaluating AdWords campaigns, such as:
* Impressions
* Clicks
* Quality Scores
* CPCs
* CPAs
These are important, but
this is only part of your campaign, the part that gets people to click on an ad
that gets them to your website. Then consider, what's going to happen after
they find your website? How is your landing page doing?
SELECTING THE RIGHT
LANDING PAGES IS IMPORTANT
Many people may think that
landing pages all follow a set format. With many of the landing page tools you
might sign up for, the landing pages all look alike. Using these default
templates will cause you to miss some simple e-commerce gains. One type of
landing page won't work in all situations. There's a plus to using one of the
following three landing pages
#1 THE PRODUCT PAGE
When you see an
interesting product, you click on it and you're taken to a page where you can
find out about a item, read reviews, see a description, then add it your cart.
WHAT'S THE ADVANTAGE
Getting people to the
landing page gives them immediate access to the shopping cart. If people are
looking for a general product, getting them to an ad for a high rated product
is most likely to point to a conversion.
#2 THE SEARCH PAGE
These pages aren't
utilized enough. Products are listed here, with a default sorting to pull the
popular products up. If you don't have a pre-defined category page for a
product, a search page is very useful
KEY ADVANTAGE OF THE
SEARCH PAGE
You can customize Search
landing pages and you won't have to get into the code. A Search page's URL will
have something like "?search=gym+playground equipment" in the search
parameters. These are used so your AdWords can be set to go to the Search page
that corresponds to the products you have advertised.
#3 THE CATEGORY PAGE
A category page is good
when you have products that are often browsed in groups. Finding the search
terms people look for lets you know the categories used.
KEY ADVANTAGE
Category pages can be
configured to give an accurate picture of products sold, give category
descriptions, highlight pictures, and emphasize the page.
WHEN TESTING LANDING
PAGES, USE THE SORT OR FILTER FUNCTION
Failing to organize
products in the category pages is a common AdWord mistake. Take advantage of
the sorting function rather than relying on the default, which lists products
by price, newest, or alphabetical. Test various other sorting methods and
you'll discover which methods work best.
You can start with The
Most Popular sorting option and then customize the sort features by product
popularity, models, sales trends, and promotions. Tests can be run on different
keywords and you can make a determination on your return on advertising spend
by the different sorting methods.
TESTING/RATES AND
CONVERSIONS
Any changes you make to
your pages need to be tracked so you can see how your conversions do, and see
if variables need to be adjusted. Identify low performing pages, then make sure
all the elements of your copy is in sync with the landing page headline and the
ad headline.
