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James Parnwell

James Parnwell

Google AdWords Health Check

Google AdWords Health Check

Unfortunately, I have a fairly common conversation with people who either tell me that AdWords doesn’t work for them or that they are spending money but don’t really know if its working.

If this happens to be you, do yourself a favour and give yourself a quick health check. Google AdWords is the best marketing medium on the Internet on the highest trafficked website on earth. It’s too good an opportunity miss out on because your AdWords experience has been anything less than it should have been.

So let’s do a quick 5 point health check…

  1. Are you recording Conversions?

Its quite easy to check whether there are any conversions in AdWords, you just look in the conversions column. If you don’t have a conversions column, then you can add it using the columns drop down box. You can even click on tools option at the top of the page and click on conversions up there.

Health Check: If you don’t have any conversions, nada, zero… Then change the date range to “all time” and check. If it is still zero then the problem is most likely that you aren’t tracking conversions at all. You need to fix this! Possibly the best thing about AdWords is that you can tell exactly what is bringing you in new business and what isn’t. I don’t have any clients who aren’t getting sales from AdWords!

  1. Are you targeting vague keywords?

When people come to the stage of typing into Google “carpet suppliers Sydney” they have reached a point in their mind where they are ready to buy. These are the people you want to target, people that have already made a decision that they need new carpet and are now just looking for the right supplier.

Health Check: If your campaign is targeting people who aren’t ready to buy, you are wasting your money. For example, if you are targeting the term “carpet” or “carpet colours” or “carpet reviews” then you are paying for clicks from the wrong people.

  1. Do you have a tiny budget?

I once dealt with a client who had a daily budget of $2. The problem is if a click costs $2.50, then you can’t show for that keyword or if a click costs $1 then you can have 2 clicks per day or 14 per week. Statistically, you don’t stand a chance of getting conversions. You need a minimum quantity of people to come to your landing page in order for them to convert.

Health Check: A normal conversion rate for a well constructed campaign is 4%. That is one conversion for every 25 clicks. If you aren’t getting 25 clicks per week, then you can forget getting any leads. I usually suggest a starting budget of $30 per day. If that’s too much then just run the ads Mon-Fri.

  1. Do you have any negative keywords?

You can check this easily by going to the keywords tab and clicking on the Negative Keywords tab. Negative keywords will block your keywords from showing for bad phrases.

Health Check: I had a client running a campaign before we took over who was using the term “lawn” they were getting loads of clicks of the term “lawn mowers.” The problem was they didn’t sell lawn mowers! Negative keywords will block these types of terms from showing and save you money. You can also check the “search terms” report, this will tell you if your ads are showing for useless search terms.

  1. Is your Industry suitable for AdWords?

Whilst I would say 99% of businesses are in an excellent position to capitalise on AdWords, there are a few industries and businesses where AdWords is not appropriate. I have a good friend who owns a business that makes custom laminate products for large businesses. So LAX airport will contract him to build laminate panels for them. In this case, the customer is not using Google to find them. So there is no point in them marketing themselves on Google.

Health Check: Ask yourself the question, “Are people searching for my product or service on Google?” If the answer is no, then you will need to find other avenues for marketing. A second question is, “Is my product or service in a high competition low, value market?” An example of this would be iphone cases. There a probably tens of thousands of suppliers coming out of China for these products and you can find them on eBay for $4 or less. I would suggest it is going to be very difficult to get a return on investment for such a highly competitive product with such low value.

Need help?

If you don’t know whether or not AdWords is for you or if your business can benefit from a solid market strategy like AdWords, then feel free to contact us and we will be happy to do a FREE marketing analysis of your business to see how big the potential is for you to grow your business using AdWords.

James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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