Managing an AdWords Campaign After the Launch
Celebrate! You’ve done it!
Your marketing research is done, you have chosen with care your keywords, and you’ve done all the figures for how much you can bid on your keywords to keep them in the top ranks on sponsored results. You went 2 steps further and used all the Google tools to help you choose synonyms and related keywords; You have your ad campaign set up for the next 6 months.
What’s next?
Unfortunately, now it is time for the real work to begin. You are going to have to carefully track the activity of each one of your advertisements to see how productive and efficient they are being. There are a number of ways you can do this.
AdWords has tools that will allow you to see the amount of traffic generated by an advertisement; after all, this is how they make their profits. There should also be a tracking tool on your website which will show you which advertisements generated the leads that later led to sales.
This is important because an inefficient AdWords ad will only serve to be a continual drain on your resources, either sitting around gathering dust and distracting your efforts from places where they could do more good or generating unproductive leads which will lead to you paying money in advertising costs which will never be recouped; remember, you will have to pay the search engine for displaying your ad regardless of the amount of business it is bringing in.
What are the options for handling an ad that isn’t producing.?
If you have done your homework and your ad is appearing within the first five to ten pages of search results it is time to determine whether or not the problem lies in your keywords. It is very tempting when choosing a keyword to select one that is among the most popular-after all, if it is popular that means that more people are going to be looking for it, right? Supply and demand, after all.
The hard part here is that too many of the popular term are too broad, meaning you might start searching for something with this word but would use the results to refine your search and find what you are looking for elsewhere. So if a web surfer used this as a search term he probably didn’t know quite what he was looking for and would browse through a number of sites making no purchases. A desirable keyword has a broad enough reach to attract unknowing searchers but narrow enough to also attract your target people.
Monitor your ads carefully. This is crucial in the continuation of your Adwords campaign’s success. This success also determines the success of your business in the future. Be sure to take every precautionary measure to be sure that your business’s future is bright.
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