Google has been making moves to expand into new territory, and we are about to see big changes on the horizon that will change the market as we know it.
There was been some big news in search announced during the AdWords livestream in May. Google is expanding its California experiment of Google Compare which was first announced in March. This will allow people to compare quotes from local car insurance providers. Google has expanded the service to include reviews and it has now included extra states in the experiment. The services have also expanded to include credit cards and mortgage rates.
Often, when people are reviewing AdWords accounts effectiveness, all the emphasis is placed on just a few performance metrics. These are invariably the CTR (Click-through-Rate), CPC (Cost-Per-Click) and of course, Conversions/Conversion Rate. While these are the primary benchmarks that allow us at a glance to see whether the campaign is ‘healthy’, there are a few often overlooked tabs within your campaign reporting screen that can really assist in taking your campaign to the next level.
I’ll start by asking one simple question. What do you want to get out of your AdWords campaign? If you answered “more leads” or “more sales” then read on.
Yes we all want more leads and more sales, more revenue, more traffic, more of everything. You’re running a business here and you want to grow and you want to be able to pay your employees and yourself. You want to be successful.
You know that, your client manager knows that – we all want the same thing for you.
However, what your client manager needs to know is what you actually want to get from the AdWords campaign.
The answer to the above is really quite simple:
Results = time/money
First we need to set up the time frame you’re looking to achieve your results in and what is realistic.
There is one simple concept to understand when it comes to time frame, and that there is only ever at one point a finite number of people searching for one thing. Jennifer Lawrence was the most googled person last year, but I am sure there are people who have never looked her up online.
This applies to your business; there is and will be only a number of people who are looking for you. That number may be quite large, but it is still an overall restriction.
It’s the end of another year, and with that comes time for us to reflect on the year we’ve had, and start planning for the next one. We all do it in our personal lives. We decide that we’re going to lose weight, or quit smoking, or be a better parent. But when it comes to business, and online marketing, we sometimes forget. Instead of using this time as a break from the crazy year, I encourage you to revisit some of the achievements you’ve had and start working on some goals.