AdWords Goal : Increase Sales & Other Conversions
(This is a form of “direct response” marketing using Google AdWords campaigns)
Here the focus will be on conversion data (if set up) & landing pages.
Our job will be to: Increase conversions and to set up/choose relevant landing pages
Campaigns that are focused on increasing sales and conversions might be created by a company that wants to sell a lot of a particular product, or a non-profit organization that wants to encourage visitors to sign a petition for an important cause.
AdWords – Increase conversions
An AdWords conversion occurs when someone clicks on your ad and takes an action on your website that you think is valuable, whether it’s a purchase, a newsletter sign-up, or a request to receive more information about your organization.
The most important step you can take to increase your sales and other conversions is — you guessed it — to start paying close attention to your conversion data and updating your campaigns based on what you find out.
For example, after tracking your conversions, you might notice that a certain keyword leads to many conversions, while another one doesn’t. You could choose to spend more of your budget on the keyword that produces more conversions.
Choose relevant landing pages
In addition to keeping track of conversions, you should also make sure that the landing page you use for each ad directs customers to the most relevant page within your website. Ideally, that web-page will be dedicated to the specific product or service that’s highlighted in your ad.
Google AdWords Networks: Where To Run Your Ads
Google suggest that you use a “mix” of keyword-targeted campaigns on the Google Search Network and the Google Display Network.
Google Search Network
When you advertise on the Google Search Network, your ads can appear on Google search results pages. You pick keywords related to your business and set bids. When people search for a keyword you’ve chosen, your ad can appear.
AdWords provides you with an option to have your ads appear on search sites other than Google. These sites can deliver additional high-quality traffic to your business to help you generate leads. Your ads can appear next to search results on these Search Partner properties.
Google Display Network
You can use contextual targeting on the Google Display Network to direct your advertising campaign to specific pages that are thematically relevant to your advertising message. With contextual targeting, we match your specific keywords with relevant pages across the Internet. This way, we can connect your message to customers reading and browsing related content who’re more likely to be interested in your products or services.
What to know about placement targeting, ad formats, and bidding
- Placement targeting
This form of advertising enables you to pick and choose “placements” — specific websites or sections of sites within the Google Display Network where you can run your ads. You can select sites based on specific topics or the target audience you’re trying to reach, or you can target any site that meets your branding criteria. To get some ideas, you can try Google’s Display Planner.
- Ad formats
With traffic-generating and lead-generating campaigns, you’ll most likely want to engage your target audience with your main product or service. We recommend using text ads with a strong, clear call-to-action, as well as rich-media ad formats (like image or video ads), which can help deliver your message in ways beyond simple text.
- Bid strategy
Since the main goal of a traffic-generation and lead-generation campaign is to increase return-on-investment through conversions or traffic to your site, we suggest using cost-per-click bidding for both your contextual and placement targeted campaigns.
How to measure effectiveness
You can measure a few things to see if your campaign is successful. The first step is to start keeping track of your conversions with a free tool called Conversion Tracking. Once you’ve set that up, you’ll be able to keep an eye on some important metrics, including: number of conversions, cost per conversion, conversion rate, as well as keyword conversion data and data on landing pages.