The Unsung Metric Heroes of your Google AdWords Account
Some often overlooked, yet crucial metrics to take into account when reviewing your Google AdWords campaigns.
Often, when people are reviewing AdWords accounts effectiveness, all the emphasis is placed on just a few performance metrics. These are invariably the CTR (Click-through-Rate), CPC (Cost-Per-Click) and of course, Conversions/Conversion Rate. While these are the primary benchmarks that allow us at a glance to see whether the campaign is ‘healthy’, there are a few often overlooked tabs within your campaign reporting screen that can really assist in taking your campaign to the next level.
An Insider’s Perspective on the Google Update
People have been surfing the Internet on mobile devices for at least five years now and this has increased the number of search queries on mobile devices.
It should not come as a shock that Google would recognise the growing importance of these searches and work on improving their system to accommodate this.
Google released their mobile-friendly update on Tuesday April 21, 2015 (USA) targeting search rankings on mobile devices and assessing queries on a page by page basis.
How Much Do I need to put into AdWords?
The answer to the above is really quite simple:
Results = time/money
First we need to set up the time frame you’re looking to achieve your results in and what is realistic.
There is one simple concept to understand when it comes to time frame, and that there is only ever at one point a finite number of people searching for one thing. Jennifer Lawrence was the most googled person last year, but I am sure there are people who have never looked her up online.
This applies to your business; there is and will be only a number of people who are looking for you. That number may be quite large, but it is still an overall restriction.
Why SEO is Not Dead
Every time Google announces another update to their search algorithm, blogs around the world come alive with articles about how SEO is dead. However, these claims have been appearing for as long as SEO has been a thing. It’s a big claim to make, and so far, it is an assumption that has been incorrect every time it has been made. SEO isn’t dead, it’s not even dying. SEO is alive and healthier than it has ever been.
Reducing Bounce Rate to Increase Website Engagement – Part II
For the second part in the ‘Reducing Bounce Rate’ blog series, we continue with the list of aspects which may be affecting your website and what you should be doing to fix them.
Broken Navigation/Links
Run a link check over your website and make sure that if someone wants to visit a page on your website that its accessible. There are a few resources on Google you can use find that do link checking, click here for one.
Targeting the wrong keywords
This is especially true with an AdWords campaign where you are able to control exactly what keywords are bringing traffic to your, but it should also be considered when you are developing content for your site.
Don’t use keywords in your campaigns that are too broad or generic and are not specific enough to what you do. As an example, if you are selling Dog collars you could waste a lot of money and create a high bounce rate by advertising on google under the keyword ‘Collars’. Sure, some of the traffic will be for people looking for dog collars, but a lot of traffic could be for people looking for cat collars.
Don’t spend money on clicks that are not 100% relevant and don’t put content on your website that is not directly related to your core business or you will see your bounce rate increase.