Can You Succeed in the Adwords Market?

There’s no doubt that the competition only ever increases on the web. We may have had the internet for donkey’s years now, but while we are still in a world where people are still discovering the World Wide Web and what it can do for them for the first time, we’re always going to be in a situation where new people are becoming the new competition, while the existing competition remains! Numbers increase all the time and more and more people are fighting for the same things- ultimately rankings. This has meant that it is getting harder and harder for businesses to see levels of success with their Adwords campaigns. Naturally there are still things you can do to make sure you come out on top.

Do Some Research

It’s so easy to find out what your competitors are doing in relation to their Adwords campaign. By doing this, you can find out what your competitors are offering, and you can then make sure you match what they are doing, or better still, beat what they are doing! It’s not always the case that you can do this, as things always have to be done within the parameters of your own business, so sometimes it can be a better approach to move away and focus on a different selling point of your site.

Focus on a Simple Conversion Process

Most companies value their customers and believe them to be intelligent people who understand the brand they are buying into but... you have to treat everyone as being stupid when it comes to the process of purchasing on your site! If you don’t think a ten year old could easily go from website landing to sales enquiry through to sale, then your process is probably overly complicated.

Pay Attention to Your Adwords Reports

It’s easy to overlook a lot of detail in these reports. It’s fair to say that there are a few points made that are more important than others. Top level conversion rates and cost per acquisition are the ones to really focus on. However, ignoring things like your search query reports are so important to analyse, and doing so can often lead to enlightenment which brings about a better way to approach your campaign. Also pay attention to keyword/advert level performance and of course the differing conversion rates for different landing pages.

Don’t Settle For Your Current Conversion Rate

The moment you stop trying to improve your conversion rate is the moment that it will drop! You should always be looking at different Adwords keywords, landing pages, adverts and so on to make sure there isn’t a slight improvement you could make somewhere. As we’ve discussed, the market place is fit to burst, so slipping up and missing something could cost you significantly. Of course, some changes you make will benefit, and some will not. It’s not an exact science, so there will always be mistakes. It is to be hoped and assumed, that these mistakes will eventually lead you to the making the right decisions, and overall, a better conversion rate for your business.

 

Adam Livermore

Adam Livermore

Author Adam Livermore is the Director of Consult3 Ltd a Preston (Lancashire) Based Online Marketing Consultancy. He has been involved in online marketing and web since 2003 and offers Training, Consultancy and Project Management for Businesses wanting to improve their online footprint, increase leads and convert more of their website visitors. View my services for more details

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