AdWords is generating more revenue for businesses because marketers are becoming more and more aware of how to determine what AdWords features will help meet their business needs, as we’ve mentioned previously. It’s a long-range process, requiring a keen understanding of what your goals are, knowledge of the types of features that can help you accomplish those goals, and/or staging campaign changes and experiments in AdWords to discern whether these features will generate the desired results. However, it can still be challenging to discern whether a feature is a good fit unless you actually utilize it, especially since the industry is ever-changing and AdWords experimental features may not be available to test every feature you are trying to assess. So being that real-life implementation is often an intelligent route, especially if all other tactics are flailing behind, it’s important you are able to identify the early warning signs of an ineffective feature so that you don’t suffer the long-range consequence of using it or waste time & money that could’ve been invested elsewhere on tactics that would yield to more positive results.
As mentioned earlier, we don’t live in a perfect world, so actually implementing a strategy that you are trying to assess is often the best course of action so you can see first-hand how that feature will affect your account results. However, suffering the long-term consequences of using an improper feature can be catastrophic, so it’s important that you detect very early signs of the failure so you can avoid those negative effects and maintain your current account status, even though you are using features that are theoretically supposed to help your brand. How can you do this? Check out these tips:
Google Adwords & Google Analytics Data
AdWords is a great tool with metrics that can help you adequately measure the success or failure of the features you’ve implemented. If you notice metrics like conversion rate, CTR, and ROI decrease, especially after you’ve implemented a feature, and control for other factors, then you can say that feature is not working to your benefit. Google Analytics is another powerful tool which can help you discern the effectiveness of any feature you decide to implement; by assessing metrics like page-views, bounce rates, users, page sessions etc., you can determine in a relatively short period of time if that feature is ineffective, especially if you begin checking these features shortly after implementing them and evaluate the types of changes they are making on your account.
Don’t measure success solely based on conversions:
Probably the most important advice LXRMarketplace can give you at this point in time. While high conversion rates are great, if the conversion isn’t directly related to the purchase of your products and services, then it may not be a relevant measure of how effective your AdWords feature is or isn’t. So it’s important to assess those measurements which are directly related to how effective your features are so you can make intelligent decisions about the types of features you would like to use in the future. See below for more details.
Review Your CTR
Going along with the previous example, sometimes assessing features that relate to the interaction of your web visitors is a better measure of how effective your AdWords features will be than the conversion rate, especially if that conversion rate is not directly related to ROI/ profit from your website. For example, by assessing CTR, before and after using a feature, you can determine how many browsers clicked through to your website, which may be a more important measure than conversions unrelated to profit, especially if you are predominantly interested in generating more web visitors to increase the chance of bringing more browsers further down a conversion funnel that is related to profit so you can essentially generate more revenue.
So here it is! Great ways of identifying ineffective AdWords tactics. While it may seem like a long and tiresome process, it’s certainly worth the outcome of avoiding the long-term consequences of implementing the wrong feature in your account or the time required to actually conduct an AdWords experiment, which in the long range will take away from time that could’ve been directed to finding and implementing features that would yield to success. So, don’t hesitate to try it all out; in witnessing how much your account prospers as a result of understanding how to identify the early warning signs of an AdWords mistake—with the tactic that is most indicative of success—you most certainly won’t mind putting the time and effort into the trial and error process.