As mentioned previously in my first part of SEM basics, not everything comes down to puppies and kittens. This second part will explore how SEM might be handled by a person who’s not a professional and how you can track your progress and see what exactly happens and how.
Enter Google Analytics, a tool which provides you with a vast wealth of information about your website, its ranking, visitors and all sorts of strange and peculiar data which might be a bit hard to interpret to an individual who isn’t used to managing a website. What most people don’t know however is that with this tool you can track your campaigns, set up goals, see what converts and where and view the behavior of your visitors on your website.
All of this might be a bit shocking but Google does collect a lot of data on our surfing habits especially if you’re using their browser “Google Chrome”. No they won’t use it against you don’t worry, but on the other hand its best to see how you can use this information to leverage it to benefit your goals. Do you have a lot of landing pages? Does your business deal in a lot of products? Do you want to start advertising your product through paid advertising but don’t know how? All very good questions if I knew answer to those I wouldn’t be writing this, nah I’m just kidding. : )
First off, the more landing pages you have for your Ads the better! Every landing page should be uniquely tailored to a product to bump your quality score and reduce the price you pay for clicks. Analytics might be hard to set up to the layman, but it’s really easy and simple, the steps are outlined on the Google Analytics website. If I start going into detail here it would make for a very long read..
Basically the more stuff you can track the better you will get at optimizing your website and/or content, as I said before a lot of landing pages is great, you can see what works and what doesn’t and simply take it out or replace it with a different landing page. Experiment when you can, it’s the basis for any business who wants to evolve and grow. If you have a lot of products which you sell, but find that your customers get lost in the process, why not setup a category landing pages? Again, experiment! If your getting buyers but not getting conversions, check your website, see if there is a smooth flow from one action to the other, try to lead your customers to the end result trough your website and content (to make the conversion into buyer more simple and flow-like).
The key to success through Adwords or any PPC program is to see what your market wants and how you can give it to them, you might find some keywords benefit better on some landing pages while on others they simply don’t give you your money’s worth.
Analytics can help you track all that and more. You can see what the person was looking for when they came to the website, by tracking their searches and updating your campaign with new keywords and eliminating some with the negative ones your campaign will help grow your business more effectively than through any other advertising means.