"Setting up conversion tracking is critical," agrees Brent Curry, CEO & Principal, Lodestone Generation, which specializes in search engine marketing. "For your business a conversion may be a purchase, a sign-up or a lead. It is the action or actions that you want your visitors to take on the website," he says.
"Without proper tracking in place, you cannot trace and promote the successful keywords, ads or keyword themes." Moreover, conversion tracking "allows ongoing optimization based on the data but also gives you direct insight into the ROI for your efforts."
9. Monitor and tweak your campaigns. "It can be hard to manage by yourself but a good campaign needs to be monitored and tweaked [regularly]," says Sean Williams, digital marketing specialist, Referlinks Full Circle Marketing."Doing this at least once a week can keep your costs low by eliminating ineffective keywords."
AdWords settings "can be adjusted throughout the duration of each campaign," says Mirkin. So "take advantage of the opportunity to make changes while the campaign is running," she says. Some of the campaign changes she has made include: "pausing keywords and ads with low click-through rates, lowering keyword bids if a campaign is hitting daily budget limits and adding new versions of copy if ads are underperforming."
Make " search term reports your best friend," says Salman Aslam, CMO, Omnicore, a digital marketing agency. "Your search term report can help you identify low click-through rates, higher cost-per-click keywords, decreased time on site and a host of other issues that can negatively affect your bottom line," he explains. Using the search term report, you can then "clear out keywords that have become obsolete or are low performers" — and replace them with new keywords that will hopefully perform better.
"As long as you've configured it correctly in Google Analytics, Smart Lists leverages Google's big data capabilities to track who has visited your website by any means (including AdWords campaigns), and identifies who is statistically most likely to convert," Penn says. "Google then pushes that data back into AdWords for you to use in your AdWords campaigns for remarketing. It's a powerful tool that not many people know about or have talked about for making the most of your ad dollars."
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