It is simply the most powerful paid advertising platform for searching online. With over 91% of the search engine market share, Google is undoubtedly the undisputed champion of all time.
As a result, it’s normal for every business in the world to want a piece of the action on the first page of Google, whether it’s through paid AdWords PPC advertising or organic search marketing. Let’s face it, if your website doesn’t appear on the first page of Google for any given keyword query in your industry, you can forget about acquiring new customers on this platform.
Using the AdWords platform
As we all know, with power comes complexity and learning curves before one can show a noteworthy achievement. AdWords can help you or destroy you based on your abilities to manage your campaigns. Let’s face it, companies don’t want to lose money in the process of buying paid advertising to acquire more leads. The main objective of any business is to grow and make a profit.
At the end of the day, the only important metrics that matter to business owners are conversion rates and ROI (return on investment). Sure there are many important metrics to track and monitor for any marketer. Additionally, these metrics are grouped into a measurable value called a “KPI” or key performance indicator. This value was designed to monitor the overall marketing objectives of a company (the success or failure of a campaign). Some of those KPIs to monitor are named: CPC (cost per click), CTR (click-through rate), CPA (cost per acquisition), CPC (cost per conversion), CLV (customer life-value), just to name a few. .
The AdWords platform has countless settings that can be compared to an airplane cockpit dashboard. Yes indeed, very confusing for someone with no paid advertising experience.
Just to give you a brief idea of the different settings that require your attention when creating an AdWords campaign for the first time, part of the list settings are as follows: campaigns for ad group creation, ad copies, settings for Budget and CPC Configuration. From setting keyword match types such as “broad match, modified broad match, phrase match, exact match, to setting negative broad match, negative phrase match, negative exact match. Set up conversion tracking and tags and triggers. Google Tag Manager, Demographics, Ad Placement Settings and Placements, Scheduling, Ad Extension Settings, Call Extensions, Display Network Ads Settings, Understanding QS (Quality Score) and the list goes on and on.
It’s quite understandable that most companies don’t have the in-house expertise to fine-tune and manage the AdWords campaign. Most importantly, your CPA (cost per acquisition) is much higher because your campaigns are not fully optimized. As a result, your QS (quality score) (measured from 1 to 10 based on ad relevance, keywords in ad text, URL, landing page, etc.) per keyword is very low, therefore, bring in your CPC (cost per click). much higher. Also, ad impressions (number of times your ads are shown) will be low due to poor campaign optimization.
Time to audit your Google AdWords account
It is always recommended to request an audit of your Google AdWords account by a third-party certified professional. Most importantly, that professional will help you understand why your campaigns are not working to your liking.
An AdWords account audit is the process of evaluating the overall effectiveness of your marketing campaigns and making your account run smoothly to increase your ROI. Only a certified Google AdWords professional can help you find the missing link. During the evaluation, many hidden problems will be discovered. Each item will be analyzed and recorded separately.
A full analysis of your account structure will be performed to pinpoint weak items. An AdWords audit will also help you find out where your ad spend is wasted and, more importantly, how it can be improved; furthermore, new ideas will also be suggested to you.
You see, Google AdWords is much more than just creating an ad and putting a bunch of keywords in a single ad group and adding the website URL.
The most important aspect of any AdWords campaign is conversion tracking. More than 95% of companies do not have this right. To adjust and improve ROI, you must first understand what is happening. If you can’t track your conversion properly, how can you analyze your data and correct the bad results that are burning your paid advertising budget?
Additionally, a high percentage of businesses are missing important items online. They just don’t have a proper end-to-end sales funnel with automation to capture new daily leads and convert them into buyers. Having a website is only a small fraction of the online marketing equation and that is the main reason why so many companies are losing money trying to advertise online. Most importantly, they don’t have a proper CRM (customer relationship management) platform to capture and nurture their leads through email marketing automation. So they just send expensive paid traffic straight to their websites and hope for the best, a spray and pray technique that won’t bring much of a result.