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Ad performance can make or break a business' performance on the Internet today. Search engine, Internet, e-mail, channel, and network marketing are all there to boost the life of a business, catapulting it to the presence of millions.
However, placing an ad and leaving it there permanently is not enough in the marketing world we live in. Ads have to constantly be developed and re-developed all over again in response to consumer behaviour. Tracking the effectiveness of an ad marketing campaign involves these six criteria: setting goals, choosing the right keywords, making ads, creating destinations, tracking, and re-optimising.
Rather that discussing the mechanics of AdWords, let's use a fictional company as an example. Let's call it Mega Processors Inc. (fictional.) Mega Processors Inc. represents a true life company that meets daily demands and challenges. Mega Processors Inc. consists of three divisions.
- Mega Processors Repair - offers diagnostic services to major cities like New York and Los Angeles
- Mega Processors Books - offers free downloadable e-books for customers to download
- Mega Processors Sales - an e-commerce site that sells computer parts to worldwide destinations
Each division is different in purpose and objective. Therefore, each Mega Processor division requires a unique marketing campaign with a slightly different direction. Remember, an advertising campaign is best achieved when goals are clearly defined. Consider the following questions in order to set campaign goals. The following answers would be examples Mega Processors would give.
Q1. How much money do you want to spend in advertising keywords?
Our goal is to spend about the same as last year, perhaps $10,000 a month for the campaigns altogether.
Q2. What results do you want to achieve? Leads? Increased traffic and sales? Lowering CPA (cost per acquisition)?
We want the words "Mega Processors" emblazoned in people's heads when they think of computer repair and purchasing computer parts.
Mega Processor Repair wants to spread the word about our services since our business is relatively now. Our campaign goal: lower CPA by 20 percent.
Mega Processor Books wants 500 downloads of our free e-books a week to increase traffic to our website.
Mega Processor Sales wants to sell our computer parts line through our online storefront. Campaign goal: 100 new clients a month.
Each division campaign needs specific goals to meet objectives. Try it and take your business to the next level.
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