Tracking and testing is a must to make the most of Google Adwords campaign.
It is a cast-in-stone golden rule that whenever you are running any kind of PPC campaign, you should always be tracking and testing all of your results. Neither of these operations need be excessively complex or difficult, but both tracking and testing are vital for the long-term health of your business.
Let’s have a brief discussion on landing page before we dig deep into tracking and testing for effective Google Adwords campaign.
Relevant Landing Page:
The landing page must be relevant. This is a real biggie for Google AdWords campaign. If your advert suggests that you are going to send visitors to a page where they are going to learn more about or be able to buy an ‘advanced orchid growing guide’, then that is exactly what should happen.
If you have a sales page, it should tell the visitor something related to growing orchids. If the page features articles, then they must be about orchids, and any ads on your page should be orchid related too.
Even a name capture ‘squeeze’ page must play by the same rules. It must offer any new subscriber something related to growing orchids in return for the sign-up, and the page should feature some orchid-growing related content as well.
If you get this wrong, then Google will levy the ‘stupid tax’ on you and you could easily end up paying 200% more for your ads than you need to. Alternatively, your ads will get pushed to the bottom of the search results page, so that you are going to have to increase your bids dramatically to get back to the top.
Get the Quality Score wrong, and the cost of your advertising campaign will increase dramatically. Make no mistake about it, so focusing on achieving a good Quality Score is of paramount importance for keeping the cost of your AdWords campaign to a minimum.
Tracking and Testing in Google Adwords Campaign:
After all, you must know what you are spending and earning in order to know whether your efforts are resulting in a profit or not. No matter what it is that you are doing, if it is not making a profit, you had better stop soon if you expect your business to survive.
Tracking your ads is all about seeing how many people are hitting pages with your ads on, how many are clicking through to generate what number of sales, and so on.
All of the tools that you need to do this are built into your AdWords account, so tracking really is a piece of cake:
The ‘Analytics’ tab allows you to link your AdWords account to a free Google Analytics account so that you can track visitor numbers and demographics from all of your web pages using this free resource. Tracking is, therefore, something that, in essence, Google does for you.
Testing, however, is far more down to you! At its most basic level, testing is all about knowing which of your ads are working best, and which are proving to be a waste of money. No matter how long you have been in the AdWords game, the fact remains that, while your advertising skills will improve over the years, you will still create some stunners and some duffers!
You, therefore, need to separate the wheat from the chaff as quickly and efficiently as possible if you do not want to throw good money down the drain. Back to back testing of two comparable adverts is the simplest but still one of the most effective ways of running such a test.
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