Marketing has changed dramatically in recent years and Google AdWords is one of the platforms that has driven this transformation . Today, it is considered to be one of the most effective means of paid online advertising available.
If done correctly, AdWords can drive sales, growth and your business as a whole. This is true for companies of all sizes and segments: thousands of small, medium and large organizations today use the system to promote their brand and products online . The best part: Google AdWords has the potential to send many people with the customer profile you are looking for exactly in the direction of what your company has to offer. Here’s how it can help you grow your business.
Google AdWords: understanding the concept
Google AdWords is an advertising service created by Google that allows companies to display clickable ads (called “sponsored links”) in Google’s search results. It is considered the largest online display advertising network in the world, reaching 80% of global Internet users .
Using a “pay-per-click” (PPC) payment system, advertisers bid on specific “keywords” for which they want to appear in paid search results. When users perform a search that contains these specific keywords, Google displays advertisers’ ads in the first search results – flagged as paid advertising.
Because you’re charged on a pay-per-click basis, advertisers only pay if a user clicks on your ad. In this way, investments are optimized and your company invests to speak exactly with those who are interested in the type of product and service it sells.
How do I track AdWords campaigns?
One of the best tools available is Google Analytics itself, but your company or digital marketing agency can use other analytics tools, with similar resources.
When a visitor accesses your website, Google Analytics records that page view along with the visitor’s source and medium of origin. The “origin” is the domain from which the visitor came and the “medium” is a classification for different types of traffic. There is also a “campaign” parameter that can be used to further target your traffic.
To help you measure the results of your AdWords campaigns, we’ve listed some tips below:
1) Plan and organize your parameters
Google Analytics simply records everything that is requested. Therefore, organize your parameters in advance. The ideal is to use a standard set of parameters for the entire company.
If your company uses a different set of parameters whenever an email is deactivated, you won’t be able to access information like general email traffic monthly or year after year as easily. Remember: Google Analytics is case sensitive, so “Email”, “Email”, “Email” and “Email” will be reported as four separate media.
2) Simplify metrics
It can be tempting to create unique parameters for all variables from each source, but this is not necessary – much less ideal. Each channel only needs its own unique combination of parameters to be reported separately.
These parameters will allow you to generate reports on all paid traffic, all email traffic or all traffic for a complete campaign, as well as generate reports on each channel separately, using combinations of these items in a segment or filter.
3) Start as soon as possible
Any data is better than none. Start with a few parameters and specify from there.
Optimizing your campaign strategy in response to real-time data is an efficient way to achieve a more positive ROI for your campaigns.
Comparing your digital marketing data over time is also a surefire way to improve your future campaigns.
How to start your AdWords campaign
Google AdWords can be a complex system to master, especially if you’re an entrepreneur or board member focused on making your business stand out from the competition through the quality of your services and products.
To get the maximum return from paid search, you need to make sure that you or your in-house marketing team understands the service – or your company can just waste money on Google AdWords.