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:
* Quality Scores
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.
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.