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Making The Most Of AdWords

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Ed Maule

14th October 2016

Making The Most Of AdWords When it comes to attracting new customers to your site, there's plenty of marketing opportunities available - social, email, direct. Paid for advertising is another channel to consider. In this week's #FridayFeeling blog, we're giving you a few hints, tips and pointers to help you plan your next ad campaign.

When it comes to attracting new customers to your site, there's plenty of marketing opportunities available - social, email, direct. Paid for advertising is another channel to consider. In this week's #FridayFeeling blog, we're giving you a few hints, tips and pointers to help you plan your next ad campaign.

F - Fresh opportunities: Adwords and paid for advertising is all about attracting new customers to your site. Focusing on keywords, campaigns, brands or ranges that will appeal to a target audience - but importantly, appeal to those who may not have shopped with you before. 

R - ROAS: the most important metric when it comes to online advertising. Return On Advertising Spend is key to any campaign - if your spend is not bringing decent return, then it’s worth a re-think and a change in direction or a change in investment. There are many elements that will affect ROAS, but keep this figure at the forefront of your mind when it comes to online advertising. 

I - Insight: try to gain a better understanding into why certain campaigns might be underperforming by using Google Analytics. Delve into the details of how users are behaving once they arrive on your site. If you have a great click through for a certain query but no conversions are you setting the wrong expectations in your ad text? Does the query suggest that the users intent was to make a purchase or get ideas? Are you sending them to the right landing page? 

D - Demographics, Location Targeting and Ad Schedule: It’s important to think about your campaigns at a more granular level - who are you targeting? Where do they live? Is your ad promoting a store location? What age range are you focusing on? All these questions need to be answered before any campaign is to go live. With powerful analytics tools, you can understand more about the demographics of your users and amend your paid for campaign accordingly. 

A - Attribution: We all know the path of the ecommerce customer is a complicated, and sometimes long. The journey from first click to purchase can take users between adverts, it’s unlikely they will hit the first ad they see from your brand and make a purchase. Attribution modelling is a powerful tool, allowing you to better understand the path to conversion taken by your customer. Having a clearer picture of the journey a customer takes through your ads allows you to optimise your adverts to across the conversion path. 

Y - Youtube: The key with YouTube is targeting. Adverts need to be tailored to complement the content of the video the user is about to watch. YouTube is an excellent way to gain access to a particular audience but it needs to be executed well to work and provide a strong ROAS. 


Ed Maule
Ed Maule 14th October 2016