Are your AdWords campaigns driving plenty of traffic to your site but these visitors are not converting?
This is a frustration that many advertisers lament on the Community Forum with regretful regularity.
Part of the problem is that too often we fail to understand exactly what it is that we are trying to do with our Adwords advertising, and one way to overcome that is to go back to basics and think about how advertising is supposed to work at its simplest.
Often with AdWords clients seem to feel that the ad has to do everything - attract the searcher's attention, get them to click to the website, and get them to complete the purchase (or whatever conversion we are looking to achieve).
In truth, only the first two are part of the Adwords remit - to get their attention and get them to visit the site.
Now - there are some further comments to be made about this - the AdWords campaigns - through the use of carefully chosen keyword and ad copy - should be pre-qualifying the visitors. By this I mean that only visitors who have a genuine interest in the product or service should be clicking through to the site.
To achieve this we use optimization techniques to improve this qualification process. Testing of keywords and their bids, testing of different ad copy, etc will improve this qualification process over time.
So back to traditional advertising.... you have a product. Let's think about red high heeled shoes. And you develop an ad - you employ a talented photographer and a beautiful model and get just the image you were looking for. You then have a design agency add an engaging headline and some persuasive body copy. You're ready!
The next step is to select the right ad space. If you're selling women's fashion shoes, you don't run your ad in Popular Mechanics - instead you choose Cosmopolitan and Vogue (if you can afford their prices!)
Once you've run your ad you then wait to see if customers come through your door. If someone comes into your store clutching the magazine saying - I've seen these shoes in your ad and would like to try them on - well, that's a pretty hot lead I would say and even a poor salesman should be able to sell the customer a pair.... What you wouldn't do is show them some other shoes, or a dress, or simply leave them standing at the door of the store without speaking to them. Not only would that be rude, but it seems quite obviously a stupid approach to business.
Back to Adwords… the "advertising space" where the ad is placed is determined by the optimization as I explained above. Through our choice of keywords - just like with our choice of magazines - we have chosen to present our ads to a person with a specific set of interests as expressed by their search terms. In the same way as we wouldn't place our ads in Popular Mechanics, so we would not want to run our ads to people searching for "Used VW Beetle"
The client coming in to the store with the magazine is a person then clicking on the ad to "come into" the page/store.
If you don't bring them to the correct landing page - it's like showing them something other than the shoes they were interested in - it's like saying "Our shoes are over there - go take a look"...
Or worse, taking them to the women's evening gown section.
Or, even worse, dropping them on the home page and leaving them to work out where the shoes section is on the site.
Think about what has happened... someone was thinking about buying some red, high heeled shoes.... they went online and ran a search for "red high heeled shoes" - this is one of your keywords and their search triggered an ad with a headline of Red High Heeled Shoes.... and they clicked on your ad and landed on your site.
How much more do you want AdWords to do? In fact - How much more CAN it do?
Once you put this into perspective and appreciate that - if correctly configured - AdWords is bringing well qualified prospects to your website, then the focus shifts from "Why is Adwords not working?" to "Why is my site not converting these visitors?"
At this point you can start to work on landing pages and conversion funnels.
The website is your salesman.
If people were coming into your store with a magazine in their hands asking about the red shoes - and he wasn't selling any would you change the ad - or would you change the salesman?
Seems pretty obvious now, doesn't it?
I have worked in Sales & Marketing since before the internet... and am a Certified Google Partner. I bring solid business acumen and a data driven approach to online marketing, understanding that every penny needs to pull its weight. I am available for both Consulting and Management and can be reached at email@example.com
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