Post-launch Management of Adwords Campaigns
Kirt Christensen
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.
Where to now?
Well,now you really have to get to work. You must track with care what your ads and keywords are doing so you can see if they are performing as you want them to. You can do this in a couple different ways.
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 vital because ads not performing well will be a constant draw on your advertising resources, or it will sit and do nothing, taking up space and your attentions. When you could be concentrating on more profitable ads. You pay the search engine whether the clicks are productive or not.
How do you handle an unprofitable ad?
Doing your job the right way has made it so that your ads are coming up with the search results in the firs 5-10 pages, so you need to know whether the problem is your keywords or not. When you chose your keywords your impulse might have been to choose the keyword that is a very popular one. After all that will probably bring more visitors to your site and that's good.
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.
Careful monitoring of your advertisements is going to be a critical factor in the ongoing success of your AdWords campaign, and it is this ongoing success that will determine the future of your business. Ensure that you are taking every precaution to ensure that that future is a bright one.
About the Author:
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to adwords management services, he's the man!
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