Underperforming Adwords Campaigns:
Your CEO wants to advertise through Google. You create an a campaign, set a budget, then set it and forget it. A month later, you are asked why your campaigns are underperforming at a great expense. We're going to share why this happens to a majority of companies who advertise on the internet, not just from our perspective, but also from Chief Economist Hal Varian from Google.
In this article, you will learn:
- Why Google Adwords campaigns underperform. (Video)
- How keywords can potentially hurt your Adwords campaign performance.
- Understanding the demographics of your campaigns.
What is Ad Rank?
Ad Rank is the single most factor in Google's determination of ad placement on their Adwords network. By scoring the content, along with functionality of your website, a Google ad is scored before placement. Learn more about this in the video below from Google.
After watching this video, anyone can plainly see the importance of ensuring the right keywords, proper Ad Rank criteria, and ad positioning importance, along with determination of ad relevance.
Latent Semantic Indexing:
By applying latent semantic indexing to your keywords, you can further define how search engines react to your content for placement organically, along with paid search. Every company is tasked with identifying their content.
The example we give clients regularly is the word "cars". If we were to write content or advertise anything relating to cars, it is expected we delineate the difference between "Cars" the movie, and "cars" the automobile. If we fail to generate enough support for one form of the keyword from another, we will find ourselves spending more advertising money for eventual underperformance. As marketers, we do this through long tail keywords, further identifying the scope of our content.
Find Out How To Add The Right Keywords To Your Campaign And Get Noticed!
Campaign Demographics:
Determining which network will function best for your campaigns, generally gets answered with one question. Is this a brand awareness campaign, or a prospect engagement campaign? If we are targetting specific prospects to drive leads to our company, we go for the latter. However, we have found an unbelievable value in driving brand awareness through Google to bring clients to our awareness materials for educational purposes.
The 3 W's:
Applying the 3 w's to every aspect of marketing allows us to engage more appropriately with our potential prospects.
- What is it?
- What does it mean?
- What does it mean to me? (The consumer)
If we aren't applying the 3 w's to every form of communication for our efforts, we will most likely see a reduced engagement and conversion rate for our efforts. I'm sure there are much fancier demographics and studies within the marketplace, however we prefer to keep everything as simple as possible.
Remember Your Buying Cycle:
There are 4 categories for prospect engagement, which are:
- Awareness
- Consideration
- Decision
- Delight
We have to understand which area of the buying cycle our prospects are in, or more importantly create campaigns centered around different areas of the buyer journey that relates to each section of the journey.
CONCLUSION:
We tend to overthink our processes, and lose sight of our end goal, in relationship to our advertising. Those who pay close attention to the details see there results far outperform their competition. If you find yourself in this position and need a boost, give us a shout via email or phone. We are always here to help.
Who We Are
Kpahi, pronounced Kay-pah-hee, is a full service marketing agency, providing digital marketing solutions to small, medium, and large businesses. We provide our clients unbelievable growth, through the utilization of disruptive technologies, brand strategy, actual SEO process, branch logic, and implementation of latent semantic indexing. Our web services provide our clients with consistent revenue growth through automated marketing.
Who We Aren't
We aren't an SEO company, website redesign company or a link building services company, as all of these are mere tactics or tools to provide an end result. We do provide these tactics and small seo tools for our clients through services, however our services encompass much more than simple digital marketing tactics.
What Does Kpahi Mean?
Kpahi is Lakota Indian, meaning to make a choice or to choose one's own. We aren't of indian descent, however we chose a word that would generate conversation and confusion at first glance because it is disruptive.