Week 9
This week, I started running my Google Ads campaign. So far, I have not had any impressions on my ads or keywords. Hopefully, the changes I made from what I learned this week will improve my ads, and subsequently, the impressions they get.
I learned about ROI or Return on Investment this week, which
tells you how successful your ads are. To calculate your ROI, you take your
revenue from your ads and listings and subtract your overall costs; then you
take that number and divide it by your overall costs (https://support.google.com/google-ads/answer/1722066?hl=en&topic=1713968&ctx=topic).
When you see that some of your ads are more successful than others, you might
not want to stop the less successful ones, you may just want to spend less
money on them.
In addition to ROI, I learned about conversion tracking. Conversion
tracking refers to tracking what you want customers to do on your website, such
as purchase your products or sign up for your email newsletter. An easier way
to set conversion tracking up on your website than what Google says is to use
Google Tag Manager. Once you set up Google Tag Manager, you put two codes on
your website, then set up the rest in Google Tag Manager and the program does
the rest. Here is a helpful video I found about using Google Tag Manager and
setting up conversion tracking: https://www.youtube.com/watch?v=HgtsfqQMFnw
The last topic I learned about is optimizing ad performance.
Some suggestions from Google’s help website are to remove ineffective keywords
and better align the keywords with ads and landing pages to make them more relevant
to customers. I worked on both of these with my campaign this week.
Here are some more resources:
·
https://support.google.com/google-ads/answer/1722089
·
https://support.google.com/google-ads/answer/2404196?hl=en
·
https://support.google.com/google-ads/answer/14090?hl=en
·
https://support.google.com/google-ads/answer/1722066?hl=en&topic=1713968&ctx=topic
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