Hi, it’s James Yuille again with another episode of Unlocking AdWords.
What I’d like to talk with you today about is the data that your AdWords campaign reveals and how we can use that data to help your business. Now it’s actually quite coincidental that just a few minutes ago I had an email from a potential client, who has sent me the report that his current AdWords account manager has sent him for his performance for the campaign of last month. And, all this report contains is a snapshot of the data that he can see himself from within his AdWords campaign.
Now the interesting thing to me about this is that, yes they’ve shown his top performing keywords, but they’ve shown the click through rates in his campaign which are really very disappointingly low. Now the average click through rate from a search campaign is about one percent. We look for 2.5 to 5 percent or even more. This particular campaign has been clicking at less than half a percent. So the client has had something like twenty thousand people see his AdWords and yet only 43 of those people have visited his website, and 9 of them were people who’d actually searched for him by brand name.
So in essence his campaign has been totally worthless for him. But the significant thing to me, is that there’s no information on this report about anything that we can interpret of value to the business. We know what the business is, I can’t reveal the service obviously. But the point is that we don’t know which adverts he’s running, we can’t see what messages are working for him.
There’s absolutely no information whatsoever in the report that can allow us any, any feedback to use to improve the marketing. So we can’t synchronise the message from the advert to the website. We can do nothing with the report whatsoever. And it’s really very disappointing, because see anybody can put together an AdWords campaign that clicks at under half a percent. That’s not difficult to do. It’s very difficult to get a campaign that clicks at more than 2 or even 5 percent or more.
So the expertise in AdWords is about interpreting the data, about looking for the KPI that the client wants, in terms of a cost per acquisition of a client, and how we use the information in the campaign to improve the website and to improve the dialogue with the client.
So what you need to look for when you’re looking at a report from an AdWords campaign is what information comes with it. And that’s what you get when you deal with Mediaglue.
So here I am, James Yuille again signing off on another episode of Unlocking AdWords.