One of the most common misconceptions about AdWords is that it is a set and forget traffic source. That is, once you have your account set up, that’s it, you don’t need to look at your account again.
But really, nothing can be further from the truth.
We have this discussion all the time with clients, and let me tell you why it is not set and forget.
Your traffic strategy will constantly need to be tweaked, sometimes majorly, sometimes slightly. The true power of AdWords comes from analysing the data that Google gives you to find insights from this data. The important next step is then tweaking your future traffic strategy based on these data insights.
This is best explained with a couple of examples.
- What if you could find out that half of your traffic was coming from a mobile device?
And then, of this mobile traffic, 25% of them turned into customers?
This would be important information, right?
Therefore, you would want to make sure your ads (and website) are fully mobile optimised. And taken a step further, potentially increasing the bid JUST for mobiles to ensure you are in an optimal ad position.
- Or how about, finding out that most of your leads occur in the afternoon, after 3pm.
However, your daily budget is set too low and you are missing out on those leads most of the time.
This would be important information too, right?
So, perhaps it is worth increasing the daily budget, or scheduling the ads to start showing in the afternoon, so you can be sure you are not missing out on those leads.
- Or this common scenario, a significant proportion of your traffic is from 1 keyword and that keyword doesn’t actually result in any sales.
This is important to know since it could potentially be worth not bidding on that keyword anymore. Therefore saving money to spend on keywords that do actually result in sales.
These are just some of the examples of insights gained from ongoing data analysis and adjustments in traffic strategy. And this is critical information which will often mean the difference between an unprofitable account and a profitable one. We have seen massive changes in profitability of accounts gained from simple data insights implemented correctly.
We implement rigorous and regular data analysis of all of our accounts to ensure we are capturing the right traffic for our clients. We perform analyses on all account on a daily, weekly and monthly basis and if you are managing your own account, so should you.
So, please please do not fall into the trap of setting up your account and never looking at it again.
AdWords and Google Analytics provide a lot of useful information which is crucial to analyse to ensure you are getting the most out of your paid traffic campaigns. The data is there, just waiting to be used.
If you want to talk to someone about managing Google AdWords management, give us a call and talk to one of our friendly staff members.