It’s simply the most powerful paid advertising platform for online search. With over 91% of the search engine market share, Google is undisputedly the undisputed champion of all time.
As a result, it’s only natural that every business on earth wants to get in on the action on the first page of Google, either by using AdWords PPC paid advertising or by using organic search marketing. Let’s face it, if your website is not showing up on the first page of Google for a given keyword query in your industry, you may be forgetting about acquiring new customers on that platform.
Use of the AdWords platform
As we all know, with power comes complexity and learning curves before you can show remarkable achievements. AdWords can make or break you depending on your skills in managing your campaigns. Let’s face it, businesses don’t want to waste money buying paid advertising to acquire more leads. The main goal of any business is to grow and make a profit.
Ultimately, the only important metrics that matter to business owners are conversion rates and return on investment (ROI). Of course, there are plenty of important metrics for any savvy marketer to track and monitor. Moreover, these measures are grouped into a measurable value called “KPI” or key performance indicator. This value was designed to monitor a company’s overall marketing goals (the success or failure of a campaign). Some of these KPIs to monitor are called: CPC (cost-per-click), CTR (click-through-rate), CPA (cost-per-acquisition), CPC (cost-per-conversion), CLV (cost-to-value), to name a few. some.
The AdWords platform offers countless metrics that you can compare to an airplane cockpit dashboard. Yes indeed, very confusing for someone with no experience in paid advertising.
Just to give you a brief idea of the various parameters that need your attention when first creating an AdWords campaign, some of the parameters listed are: campaigns to creating ad groups, ad copies, budget settings and max. CPC settings. From setting up keyword match types such as “broad match, modified broad match, exact phrase, exact match” to setting up negative broad match, negative exact match, negative exact match. Configuration of conversion tracking and Google Tag Manager tags and triggers, demographics, placements and ad placement settings, scheduling, ad extension configuration, call extensions, display network ad settings , understanding QS (Quality Score) and the list goes on and on.
It’s completely understandable that most businesses don’t have the in-house expertise to fine-tune and manage the AdWords campaign. More importantly, their CPA (cost per acquisition) is much higher due to the fact that their campaigns are not fully optimized. As a result, their QS (Quality Score) (measured from 1-10 based on ad relevance, keywords in ad text, URL, landing page, etc.) per words keys is very low, which drives their CPC (cost per click) much higher. Additionally, ad impressions (number of times your ads are shown) will be low due to poor campaign optimization.
It’s time to perform a Google AdWords account audit
It is always permissible to request a Google AdWords account audit by a third-party certified professional. More importantly, this professional will help you understand why your campaigns aren’t working to your liking.
An AdWords account audit is the process of evaluating the overall effectiveness of your marketing campaigns and how well your account is performing in order to increase your return on investment. Only a certified Google AdWords professional can help you find the missing link. During the assessment, many hidden issues will be uncovered. Each element will be analyzed and recorded separately.
A complete analysis of the structure of your account will be carried out to point out the weak elements. An AdWords audit will also help you find out where ad spend is wasted and, more importantly, how it can be improved. In addition, new ideas will also be suggested.
You see, Google AdWords goes way beyond simply creating an ad, running a set 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. In order to refine and improve ROI, you must first understand what is going on. If you can’t track your conversion properly, how do you analyze your data and fix bad results that eat into your paid advertising budget?
Additionally, a high percentage of businesses are missing important elements online. They just don’t have a true end-to-end sales funnel with automation to capture new daily leads and turn them into buyers. Having a website is only a small fraction of the online marketing equation and it’s the main reason why so many businesses lose money trying to advertise online. More importantly, they lack 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 results.