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Part 3: How to Meet Your Business Goals Using Google AdWords

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Google Employee
# 1
Google Employee

In the last section, we helped Sally select her keywords and create her ads. Sally is blazing down the path towards Google AdWords success.

 

Meet Bill.  

 

Bill owns Bill’s Carpet Cleaning and Installation. Bill can not have a completely online business like Sally because his business requires multiple steps in the sales process. Plus, Bill has two products — carpet cleaning and carpet installations.

 

In order to get the right customer to the right department, Bill creates two different ads to promote two different products. But, Bill doesn't want "complicated". He doesn't want to see the cleaning ads and keywords mixed in with the installation ads and keywords. So Bill decides to organize his ads into Ad Groups.  


Organizing into ad groups

 

Ad groups let you segment your campaigns into multiple parts to achieve even greater focus and simplicity. Just like campaigns, each ad group should have one common theme – for instance, focusing on a single product or service that you offer. This makes it simpler to create focused, effective keywords and ads.


So Bill segments his campaign into two ad groups: Carpet Cleaning and Carpet Installations.


Bill has a different ad for each individual keyword in each Ad Group.

Ad Group

Keywords

Carpet Cleaning

carpeting cleaning

professional carpet cleaning

carpet cleaning services

Carpet Installations

carpet installation

carpet installation cost

how to install carpet

 

So then what? Users click your ad and see your landing page.


Create 1 (...or maybe 5) Landing Pages

 

Your ads may show less often if they point to websites that offer a poor user experience based on various factors.

 

Ideally, Bill should set up a different landing page for the different products his company offers i.e. a page for installations and a page for cleaning. This way if the customer is only interested in carpet cleaning he will land on a page that only talks about cleaning.

 

  Be clear, simple and concise. If the action requires the customer to stop and think, you should probably simplify.



 


Create an optimized Sales funnel

 

As a business owner, you need to consider a customer's journey through the transaction process on your website.

 

Take a look at your confirmation and thank you pages. Are they optimized? Do they showcase additional or add-on products that are relevant to your customer? After completing a carpet cleaning transaction, Bill offers touch up shampoo and a referral incentive.


Tracking and Reporting

Now that your site and sales funnel are fully optimized you should set up Tracking and Reporting.  



Tracking

There are two ways to track: within your Google AdWords account or by Connecting your Analytics account to AdWords and Track Conversions.

 

The four basic metrics you want to make yourself aware of are:

 

  • Impressions

  • Clicks

  • Click Through Rate (CTR)

  • Cost per click

 

There are many more metrics available in the AdWords Interface but as a business owner, you want to know whether your ad produced an actual result. In Bill’s case, did someone fill out his consultation form or not?

 

Additional metrics to watch - Click Here

 

Connect your Analytics account to AdWords:

Before setup

Before you start, make sure that you're using a Google Account that has access to both your Analytics and AdWords accounts, and have permission to link accounts. If you don't yet have a Google Analytics account, you'll need to create a new Analytics account.

 

Steps to link accounts

To link accounts, follow the steps located here.

Next you want to enable Conversion Tracking and Import your Analytics goals & transactions into AdWords Conversion Tracking


Reporting

You can find the specific performance data that interests you by customizing the statistics tables of your AdWords account using columns, segments, and filters. Once the table looks exactly how you want, you can download it as a report in a variety of formats, and AdWords will automatically save it for you. You can also set up the report to run at specific intervals, and schedule it to be emailed to you or other people who have access to your account.

Here is list of all reports of all of the reports that can be created with AdWords. You can see a whole picture of what reports are available to you.


Now Bill knows:

  • Organizing your account into ad groups

  • All about landing pages

  • Creating an optimized sales funnel

  • Tracking and reporting

You and Bill will continue on your journey and learn:

  • Setting a budget

  • Improving your ROI

  • Improving your quality score

  • Optimizing your campaign

 

Additional Resources:

  • Analytics: Top Troubleshooting and Data Discrepancies -Click Here
  • Analytics Hangout on Air: How to Read Reports: Social, Geographic, In-page Analytics - Click Here
  • Analytics: How to Read Reports - Multi-channel Funnel, Event Flow, Visitor Flow - Click Here
2 Expert replyverified_user

Re: Part 3: How to Meet Your Business Goals Using Google AdWords

Google Employee
# 2
Google Employee
Kudos on Part 3. These articles should be a handy tool for those Community members who just started their AdWords account. I highly encourage new members to post any questions about any of the 3 articles that they may have.