One Of The Most Important Tools In Adwords -- Conversions!
Here's the thing -- launching an Adwords campaign and then expecting it to create magic doesn't work. Understanding deep analytics and measuring your traffic is an important concept to understanding while working with your business marketing budget. Every business owner needs to understand how much of a black hole the internet can be and therefore needs to prepare themselves with a strategy in place to stop wasting money that affect your ROI.
Google's adwords marketing channel provides analytics reports to understand where your money is going and how it to track your leads. However, many don't do it and that's where we come in. By understanding where your customers are on the internet you can identify opportunities that will bring you clients and grow your business.
So whats the secret? Well, there really isn't. It's just taking the time to use the features correctly so that you stop losing and wasting money. Cost-Per-Acquisition also known as CPA is an optimization tool that can help you see the light at the end of the tunnel with a clearer picture. Yup, that's pretty much all it takes and yes that has been stated correctly. We won't get into that today. We have to take it one step at a time. Let's learn on what conversion tracking is all about.
After viewing how conversion tracking works, this is a great time to understand how you're going to utilize your website and understand what the purpose of your website will be. For example -- do you want people to call your business? Do you want your prospects to fill out forms where you'll be in touch with them? Are you selling products or services on your online store and want to have direct sales from it?
Objectives matter and how you execute your strategy leads you to different paths. If you want people to call you but that information isn't on the home page and that information is on the 2nd page or 5th page, then you want to make sure your website is redesigned so you can create a custom funnel for your customers properly
A "call to action" needs to be an objective that is clear from the beginning. Then you need your conversion code that Google provides to you where you can use within Google Adwords Conversion Tools Page.
It is easy to access --> Log into your Adwords account and search for the Tools tab then click conversions and you'll see this page is easily available.
The cool thing is that Google is there to help you and walk you through their quick tour making it simple to understand. Go through each of the steps to get a clear understanding on how to use them. One important component that people miss is setting a value for each type of conversion. Here is where you need to identify your CPA goal. In other words, how much are you willing to spend for a lead or sale.
E-commerce stores: What is your average order size? (Average order size x Margins) = CPA Goal
Lead Gen: What is a new customer/client worth to you in profit? What is your close rate when you get a new lead? (Customer worth x close rate) = CPA Goal
Straightforward? You'd be surprised how many Google Adword business owners do not get these numbers correctly. Always understand how much you're willing to pay to sell your products or services for each lead.
Adwords is not as scary as it may seem and it is very easy to work with once you have the right optimization in place. This is a very profitable marketing channel when marketing your business.
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