Friday, March 14, 2014

Lesson 9 Reflection - ROI & Conversion Tracking & OPTIMIZING AD PERFORMANCE

This week has been busy but I think this lesson is a game changer. The things learned in this lesson should be continually reviewed to help continually improve my campaign. It will never be perfect, it is a continual process.

These links from the weeks preparation work and even the preparation questions were really helpful:
Read: Measuring your profits, Return on Investment, Measuring Sales and Conversions, andSetting Up Conversion Tracking. (Be sure to expand each item in the list and read them too. You can skip the “Set up on dynamically-generated webpages” info.) You will be asked to do the following:
  • Identify at least one conversion for your website.
  • Determine the value of the conversion. Be sure to show how you determined the value including any assumptions you had to make.
  • Obtain the code snippet that you will place on the conversion page.
  • Determine which page is your conversion page. 
Place the code snippet on your conversion page if possible or know why you can’t and determine a next best alternative.  

***I KNOW THAT I AM LITERALLY COPING THE ASSIGNMENT BUT I THING THIS PROCESS IS SO IMPORTANT THAT I WILL WANT TO COME BACK AND GO THROUGH THIS PROCESS AGAIN AND AGAIN FOR EVERY CAMPAIGN I EVER RUN. THE MORE I WORK ON IT, THE BETTER RESULTS I WILL HAVE. ***
The purpose of this lesson is to learn how to further improve your AdWords performance. This lesson also gets you started on Project #6. Please save your submission so you can reference it for Project #6.
Step 1: Record Your Current Performance
1.1 Go to Google AdWords
1.2 Answer the following questions about your best-performing campaign
  • When did you start the campaign?
  • How many clicks has it had?
  • How many impressions has it had?
  • What is the average Cost per Click (CPC)?
  • What is the average ad position?
  • What is the conversion rate? (e.g., how many conversions have you received using Conversion Tracking OR how many transactions have you had?)
Step 2: Identify Changes for Keywords and Ads

2.1 Read the following sections in:
Improve You Keywords
 
•
 
Use Negative Keywords to
Eliminate Unwanted Clicks
 
•
 
Avoid Using Overly Generic
Keywords
 
•
 
Use Appropriate Keyword
Matching Options to Control
Who See Your Ads:
 
•
 
Expand Your Keyword List to
Gain More Traffic
 
Read Improve Your Ads
2.1 Read the following sections in: Improve Your Keywords
  • Use Negative Keywords to Eliminate Unwanted Clicks
  • Avoid Using Overly Generic Keywords
  • Use Appropriate Keyword Matching Options to ControlWho See Your Ads:
  • Expand Your Keyword List to Gain More Traffic
Read Improve Your Ads

2.2 Identify changes you can make in the following areas to improve campaign performance:
  • What Keywords do you want to add, delete, or pause? Why?
  • What Ads do you want to add, delete, or pause? Why?
2.3 Input your response to these questions by clicking “Start” below.
Step 3: Within the next week (this will help you finish project #6)
  • Stop you campaign (record this date for project #6)
  • Make the changes you suggest in Step 2 (document these changes for project #6)
  • Restart your campaign (record this date for project #6)
 
Input your response in the question area by clicking “Start” below.
You have 6 minutes to complete it and will only be given one attempt.
 
Once you submit your response, answer the questions posted in the “Optimizing Ad Performance Discussion Board.” The discussion board will open Monday at 12:01 AM. 
 
Videos and Readings:
 
 
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