Optimization

This week we focused on Optimization. To optimize something means to make it the best it can be. It will be the most efficient, the most effective. You do more good things and fewer bad things.

In order to optimize your web site and your AdWords campaign, you need to have a goal, or a problem you're trying to solve. Say you have low impressions because your ad isn't showing up on Google. You may have one or two problems.
*Low Quality Score
*Ad that breaks rules
For help concerning broken rules, you'll have to consult Google, since we haven't covered that much yet. The most likely problem is your keywords. If your keywords have low Quality Scores, don't match the ad or are too general, your ad won't get shown often. And if it's not shown, it won't be seen. If it's not seen, it won't be clicked on. Check your keywords for relevance and clarity.You may have to switch them out a lot, but keep finding them.

Which brings me to the next point of Optimization. Say that your ad is showing up, but no one is clicking on it (so you have a bad click-through rate). You probably have a bad ad. Bad ads can mean that you have the wrong keywords, not enough negative keywords or perhaps just a bad keyword/ad match. Guidelines found here can help you make your ad better.

Finally, if people do click on your ad, but no one is converting (doing whatever it is you want them to do) and so your conversion rate is low, the problem comes down to your site. Either you're drawing in the wrong people (and the problem really lies in your ads or keywords), or your website stinks. I don't mean that in a mean way, but really, if you have a good site, people will generally do what you want them to do.

The problem may be that you're taking them to the wrong landing page. Maybe you need a new layout to make things easier. Your landing page should always be relevant to your ad. It needs to be easy to navigate and for people to know what it is you want them to do. On certain sites, pictures and videos are very helpful.

You want to grab people's attention, get their interest, and then lead them to decision and Action.

As a recap, when you're trying to optimize
*Check keywords for relevance to your ad and product
*Check ads for clarity and relevance to keywords and landing page
*Check landing page for ease of navigation and relevance to ad.

All these things are interconnected. If no one is converting, the real problem may go all the way back to your keywords. Make two versions of everything and test to find the better one. Never stop because it can always be better.

Google Analytics and Conversion tracking

Well, I'm a little behind. Should have done this last week. In my defense, I'm getting married in a month and a half, and holy crap that is soon!!!!

Ahem.

Anyway, last week was actually pretty hard for me to understand what we were doing. Google Analytics I got because it's pretty nifty, but Conversion tracking and ROI, while understandable conceptually, I fail to see how they apply to me.

Anyway, Google Analytics is a program that allows you to track all kinds of things in regards to your site like traffic and bounce rates. You can see what pages they stay on and where they exit. You can know where they're from and so much more. I like it and I think I will continue to use it even after I am finished with this class (unlike AdWords, which is costing far more than it's worth to me!).

Also on Google Analytics, you can run experiments to see which version of a page works better. Cool, right?

Conversion tracking helps you keep track of your Return on Investment (ROI) or basically whether what you're doing is worth it. Every time someone does what you want them to do, it keeps track of it. Personally, I don't see how I can do this, since the goal is to have them click on an ad (technically Google AdSense keeps track of that for me. Does that count?). I had a really hard time that class and have to be honest that not much stuck with me afterwards.

There you have it, last week's learning experience. This class is interesting in that I think I'm subconsciously picking and choosing what I retain. I don't mean to, but some things just don't seem to apply to me. Maybe I'm bad for that. I don't know...

Ads, AdGroups and Quality Score

This week, when talking about AdGroups, we talked about how to make our ads better. Well, actually we talked about improving keywords and bids to get more impressions, then about making ads better to get more clicks.

One interesting thing about writing and improving ads is that it actually takes some skills in English! One of the few things aside from my actual website, seeing as it's a blog about creative writing.

Anyway, basically, how good your ad is will determine whether anyone clicks on it, and if they'll stay after they've clicked. If your ad has nothing to do with your site, they won't stick around. My site is about writing advice, so my ad says "writing advice" in the headline. It also mentions creative writing and novels in the body, so that they know what they're looking at. These words refer back to the keywords people will use.

Suggestions for making good ads include:
1. Have a call to action (Buy now! etc.)
2. Put your keywords in your description
3. Have an effective title
4. Have your keywords in your display URL
5. Note how you are different
6. Make it mobile friendly
7. Mention promotions
8. Use Title Caps
9. Use proper Grammar and Spelling (Yes!)

Quality score is linked directly to specific keywords, but the ads have something to do with it, as the relevance of the ad to the landing page factors into quality score. Click Through Rate (CTR) is also a factor, as well as the overall experience. Quality score affects placement of your ad, and how much you pay. You want to try for a Quality Score of 5 or more, and if it's ever less than 3, you might want to pause or delete the keyword.

Avoid falling into the "death spiral." This occurs when your CTR falls, and your ad falls in its placement, resulting in fewer people clicking your ad, and thus your CTR falls even farther. You basically kill your ad if you don't try to improve it. The opposite can also occur, if you have a really good ad.

AdWords

Wow, sorry for the late post. Halloween, etc...

Anyway, this week, we went back to talking about AdWords. AdWords is a service provided by Google that allows an ad for your website to show up on the search page when certain keywords, that you pick, are searched for.

The highest level in AdWords is the Campaign. At the campaign level, you can change the language, target audience, etc. They consist of AdGroups, which in turn consist of Ads, pages, and keywords.

Our teacher recommended having about 100 keywords, sorted into different AdGroups. AdGroups allow you to hone your ads according to the keywords that will lead to them. You can have different landing pages and different focuses for the ads. Within an AdGroup, you can have different ads. They should be fairly similar so that they can be honed to be most efficient.

Keywords should have something to do with the page they are linking to. The keywords should be in the title of the ads.