Using Google Adwords for Effective Online Marketing - Measuring Results
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Next we want to move to measurement of results. Measurement is the one area where I find webmasters lacking in helping themselves to earning nice profits in Adwords. The Google Adwords campaign allows you to place tracking code on the page following a successful sale or lead capture, and this code will track your conversion costs. By using the free tracking code, you can track all the important financial data you need in order to generate even higher profits from the sales you receive.
Some have failed to do this because of the initial success webmasters see when starting Adwords campaigns, then not feeling as though they have time to go back and get the tracking code for their campaign. Make sure that you do get the code. Being able to measure the results is the first step to tweaking and optimizing your listings. Once you have these campaigns up and running as you want, you will then want to experiment to see if you can have even greater impact on sales and return on investment.
How do you experiment? You can do split testing of ads, write body text with each word capitalized, and another ad exactly the same but with all lower case words. You can even try to write the ads correctly from the start to see where that lands. Another way to experiment is to look at the URL you display to the users. While it seems just a small issue, it can have a positive approach to making the conversion to a sale or lead. Try Capping Each Word in your URL and try all small caps. With the Adwords program, you can also measure each ad’s performance within each ad group, and adjust ads once you see a pattern appear.
Using each type of ad above, along with variations of URLS, will allow you to see which ads users like and which they do not like. Having this data then allows you to refine each of your adgoups within the campaign for the best CTR, as well as increased conversion to sales/lead.
Next: Adwords Ad Targeting Tips >>
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