This week was an interesting week since we got to really play around with our Adwords campaigns by analyzing our ROI (return on investment), setting up conversion tracking, and then optimizing our Adwords campaign.
Return on Investment – ROI
Return on Investment is basically the amount of money you get back from the money you invest. In the case of this class, we are investing money into our business using Google Adwords campaigns and so it is important to know how much money is actually being generated from spending money on the campaign.
Conversion Tracking
One way of checking our ROI is by doing conversion tracking. Luckily Google has a conversion tracking system that let’s you define what a “conversion” is for your site, it’s value, and then you can place their generated code on the pages of your website that you will be tracking. An example is of a website that is selling different products. You can track if visitors are coming to your site and then purchasing things by tracking when they reach the “Thank you for your purchase” page after checking out. I also like that Google let’s you track when people use the built in calling option from Google search to call your business. You can see that potential customers are seeing your ad on the Google search engine and then keep track of how many sales you’re actually getting from the ads.
Optimizing Ad Performance
I thought this week’s assignments were helpful because in addition to adding conversion tracking to our sites, we were also able to reevaluate our ad campaigns and optimize them based on the feedback we’ve gotten from the last few weeks. I noticed that only a few of my keywords were performing well so I made some adjustments and added some different keywords to try and improve my campaign. I also added another ad group to focus on the Crossfit Open and so far it’s brought in more readers for my blog.
