When first speaking with an account manager of a Google AdWords campaign, and we are operating with the idea of improving results, my question is: “what are the primary goals your are striving to achieve with online advertising?”
The answer that comes back most often is: “Uh, I don’t know. Somebody told me I needed to run an AdWords campaign, so I opened an account.”
That’s great you have got a pay per click campaign up and running, but now we should be analyzing the results and begin to optimize. The first step of optimizing in this case is going to be to back up a step and define the goals of our pay per click campaign.
Here are some goals to think about as you build your AdWords campaign:
• Ecommerce Conversions – our pay per click campaign is driving traffic to our ecommerce website with the primary goal to make sales. The primary metrics we look at in relation to our goals are conversions, cost per conversion, and return on investment or return on ad spend.
• Events as conversions/phone calls/mobile click to call – our website is not an ecommerce website, but we want traffic coming in, and our stated goal is for them to leave their email address. We are closely watching clicks and time spent on site. We have also made filling out the contact form an event in Google Analytics and imported that event into AdWords as a conversion. We are also tracking phone calls and any mobile clicks to call from our ads as secondary goals.
• Branding – the primary goal of our AdWords campaign is to create and increase awareness for our brand. We have set up several display campaigns, one with targeted placements, and a second campaign to function as a remarketing campaign. We are using impressions as our key indicator, with clicks and list size as secondary indicators.
Once your goals have been identified and established it becomes relatively clear how the campaigns will be built and the key metrics you will follow to fully optimize your bids, keywords, and ads. You may also find that you have primary goals for the campaign accompanied by secondary goals. There is nothing wrong with that, however it is important to identify which goals will be uppermost so as you don’t get bogged down by analyzing irrelevant, secondary data and results.
If you have any questions about setting goals in a pay per click campaign, or any AdWords questions at all please feel free to contact me at firstname.lastname@example.org