When using Google Adwords and other Pay-Per-Click advertising, it’s very important that you first take the time to define what you are aiming to achieve.
Generally, businesses considering a pay-per-click advertising campaign have at least one of these two main aims:
- To increase the volume of leads or sales
- To Increase the awareness of their business brand
Campaigns That Are Aiming To Increase Leads/Sales
The majority of Google Adwords accounts are all about attracting more ready-to-buy customers to your website. If this is your main aim for your Google Adwords activity, then make sure to set your conversion tracking up to monitor the volume of sales and/or leads along with the sales value of those conversions. When running a campaign focused on driving more leads and sales this should influence the way in which you write your ads and the keywords you use, let me explain.
Imagine you are looking to buy a new pair of shoes – more specifically, brogues. When you enter your search terms into Google you would undoubtedly include the word “brogues”. Your search results should then only feature shoe retailers that sell brogues. Therefore, if you are a shoe retailer you would want to make sure that your keywords are specific to the types of shoes you sell rather than using terms that are too broad, like just “shoes”.
When running a campaign with the aim to get more customers, you will also need to make sure that the clicks you are getting are set at the right price for you. Having a conversion target that you are working towards – for example cost per conversion, or cost as a percentage of sales – will help you to accurately report on how your Adwords campaigns are performing. If you just focus on the number of clicks or even just on the number of conversions, you may miss the bigger picture – like how much return you are getting for the your investment.
Campaigns That Are Aiming To Raise Awareness of your Brand
The second aim is to make people aware of your company/brand so that when they reach the point where they are ready to make a purchase, they remember you!
Imagine you are booking a holiday cottage. You’d probably carry out a lot of research, visiting several websites before making a final decision. You may suddenly remember the name of a holiday cottage company. You’re not sure where you heard about them – but you might as well check them out! That’s how a brand-building strategy works. It ensures that your company is at the forefront of your potential customer’s mind.
It is important to establish aims before you start your activity, because a brand-building objective will affect the way you write your ads and measure results. Evaluation, especially of brand-building remarketing campaigns, will focus more on impressions and clicks than conversions. The brand-building aim will also affect the length of you remarketing cookie and your frequency capping settings.
Don’t worry, there is no need to limit your Pay-Per-Click campaign to one aim. Different activities may have different aims – you just need to keep that in mind when analysing your campaign performance.