We've now looked at why you should be using Google Adwords, the difference between clicks and ROI, and the last article looked at the four main factors involved in the success of your AdWords campaigns. Namely the ad itself, the landing page, the product, and the price.There's also a fifth factor, and one that many advertisers often overlook. The unknown factor.
No matter how much you may have researched what people are searching for, how well you think you know your users, and how well crafted your ads and keywords may be, there is still the unknown factor.
Example. For one particular campaign, you bid on ten different keywords, and use ten different ads.
If you were to try and predict which ads receive the most number of clicks, I guarantee that you won't get it right. And if you were to try and predict which of these ads prove to be most successful, in terms of bringing visitors that convert to downloads and sales, you'll also be off.
Why? Because no matter how detailed the research and how experienced the ad writer, user behaviour is not an exact science. There are simply too many external factors that can have an impact on the perception of the ads, almost all of which lie beyond your control.
But this doesn't mean that maintaining your AdWords campaign is a fruitless task. Far from it.
The solution, for once, is a very simple one:
Quantity. Followed by tracking.
When you setup an ad group, try (where possible) to create more than one ad. And where possible, track each of them individually.
If you're dealing with 30+ ad groups, as some of our own clients are, then this isn't always possible. 30 ad groups with ten ads in each adds up to an awful number of ads, tracking variables and statistics.
But you can identify the main groups, either in terms of actual interest or those that you would have expected more from.
The golden rule here is to throw out variables, track each one separately, then give them time to pull in data for you to work with. A little patience can go a long way, so aim to setup a new ad and leave it for a few weeks before making any decisions.
Once you start to get a feel for what's working and what isn't, start creating new ads to try and copy what's already working, modify some of the medium-performance ads, and delete the deadwood.
Don't assume that all ads are equal. A little experimentation and innovation can go a long way.
