AdWords are a costly outlay, especially considering there’s no guarantee of a sale. While they can skyrocket profits for some online retailers, the same can’t be said for all. Fortunately, there’s a simple and free tool which allows you to analyse the effectiveness of AdWords. It’s found in the Google Analytics dashboard, often referred to as conversion tracking.
Put simply, it allows you to optimise those keywords which are most profitable by showing the actions of users after clicking on your ad. To make certain it’s already set up on a campaign, click on ‘Tools and Analysis’ and then ‘Conversions’ from the drop down menu. As with most features on Analytics, much of the process is self-explanatory, but there are some things to look out for. Here’s three helpful tips to make sure you’re getting the most from conversion tracking.
Don’t be afraid of enhanced bidding
There is an exception to this rule, as those in the early stages of a campaign should steer clear of enhanced bidding. Otherwise, if you have plenty of conversion data in your AdWords account, utilising this feature could be very rewarding. It may seem scary, but it’s actually very scientific and nearly always accurate.
By utilising your historical data as well as other factors – from the time of day to the searchers location – Google increases your bid amount for clicks on those which seem more likely to convert. In most cases, this will increase your maximum CPC bid by 30%. It should be closely monitored, but it’s a great way to seek out users which are more likely to buy your product or service.
Know when to use conversion optimiser
How many times have you avoided that notification to use Conversion Optimiser? Don’t make this mistake as it’s actually good news and not accessible to everyone. This notification means you have built enough historic data to take your AdWords to the next level. It’s fairly straightforward to use with two options to choose from. In the first case, you can set a maximum cost per acquisition – how much you’re happy to pay for each conversion.
Alternatively, you can opt for a target cost per acquisition. This is the average your willing to pay across all conversions. Either way, it’s an essential tool for those who have established their campaign. Once you fully understand the potential returns involved from AdWords, only then can you set an appropriate cost per acquisition.
Find new organic keywords
E-commerce tracking is another impressive tool within Google Analytics. For the novice, it may require the help of a developer to set-up, but the platform is easy to navigate once it’s added to your Analytics dashboard. There’s heaps of benefits, but none quite as impressive as the organic keyword potential. By going to ‘Acquisition’ then ‘Keywords’ and ‘Organic’ you’ll be showed all those keywords which users are clicking on to access your site.
From here, you’ll have a large selection of filters which can be tinkered to reveal which of the keywords are converting at an optimum rate. This can often uncover some surprising results and you may find a handful of organic keywords that you’ve never considered.