AdWords Goals: Increase Traffic To Your Website
Each Campaign in Your AdWords Account Should Have a Single Goal….
Google AdWords is all about results. From the first time you create an ad, it’s important to know what you want to gain from your campaign and how you’re going to measure your success
Decide in advance, what is your primary goal with Adwords?
Do you want to:
- Increase traffic (visitors) to your website;
- Increase Sales;
- Increase your return-on-investment (ROI);
- Or, do you want to raise brand awareness?
Let’s discusss each of the (potential) goals set out above, in a little more detail…
AdWords Goal: Increase Website Traffic
Here, the focus will be on: Clicks, click-through rate (CTR), keyword performance, search terms.
If we are managing your AdWords account, our job will be to build and maintain a good keyword list and to review your search terms report every week to eliminate irrelevant keywords that are wasting your budget.
Increase clicks and clickthrough-rate (CTR)
To use AdWords to increase traffic to your site, we will try to focus on increasing your clicks and click-through rate (CTR). This can be achieved by creating great ad text, organizing your ad groups by common theme, product, or goal, and creating smaller lists (20-30 terms long, for example) of tightly themed keywords to ensure that your ads are highly relevant and very compelling to your customers. Then it’s important to monitor your performance closely.
Maintain a good AdWords keyword list
We will also want to keep an eye on the performance of your keywords, and remove and replace those that aren’t working for you. As a general rule of thumb, a CTR of 1% or higher and a Quality Score of 5 and above indicates keywords that are performing well. However, this can vary between accounts, so it is up to you to decide whether or not the keyword is creating high-quality traffic.
Review your AdWords search terms report
Search terms are another important thing to consider. AdWords lets us see a list of customer searches that have triggered your ad, and then add them as new keywords. Or, if we notice search terms that are irrelevant to your business, we can add them as negative keywords. The search terms report can help us distinguish between general traffic to your ads, and truly relevant traffic (in other words, the type of people you’d like to turn into customers).