Stripped to its bare essentials, the core principal of AdWords is actually quite simple: we spend money in AdWords because we want to increase a specific action (or actions) on our website. Simple, right? Despite the seemingly inherent simplicity behind this statement, I frequently see marketing companies and other businesses judging the progress and “success” of their paid search efforts through the lens of other misleading KPIs such as click through rate, impression share, total clicks, etc., when in reality those merely serve as distraction from the primary goal.
When putting together a solid marketing plan and website, there is one crucial element that often gets overlooked: writing. “After all,” the thinking goes, “we know our company, and we write plenty of other things like emails and proposals. Why would marketing copywriting be any different? We’ll save money by doing it ourselves.”
A sad truth for all businesses and their websites is that not every visitor will complete an action the first time they visit you. How do you stay in their brains after they leave? Unless your website has an annoying jingle that seizes control of their subconscious, your best option is remarketing.
Testing is a fundamental building block of digital marketing and there are countless methods of a/b split testing in AdWords that every business should implement.
Right now, thousands of companies are metaphorically rifling through drawers, retracing their steps, and checking yesterday’s coat pockets in the attempt to find the key to their conversion optimization problems. The key to unlocking conversion success lies with improving your landing pages, most of which already exist and already receive widespread utilization.
The idea of advertising for your own brand name in Google AdWords seemingly evokes the most Shakespearean of all questions. To bid or not to bid? The answer is always ‘yes,’ assuming you apply an adequate level of method to your madness.
Just recently, Google changed their ranking algorithm for mobile search results. Now, more than ever, is the time to start thinking about shifting towards a mobile-friendly mindset, if you haven’t done so already. Are you prepared?
The holy grail of AdWords is transforming dollars spent into dollars earned, which only occurs (if ever) via skillful and strategic management of countless operations simultaneously. In such a complex vortex of moving parts it is easy to overlook areas of opportunity that can assist in transforming your AdWords account into a printing press for positive ROI.
Google AdWords contains a complex vortex of data that is very often underutilized and misinterpreted. The nuances that exist within every account are varied and numerous, and therefore less experienced marketers tend to fixate upon key performance indicators (KPIs) that are easy to understand as opposed to being exceptionally valuable.
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