I hope that most of you read my Adwords post from two weeks ago and, if you hadn’t had one yet, you’ve since opened your Adwords account. Maybe even some of you have already had some success. Today I am here to help you improve your account’s performance.
First, it’s helpful to open a Google Analytics account in addition to your Adwords account and then to connect the two. After you’ve logged in at Google Analytics and have entered your URL there, you will receive your own personal ID from Google (e.g. UA-189121X-X). Then you will want Google to find out how your customers are moving around in your shop: enter this ID under Shops -> Marketing -> Web Analytics. Now you will be able to get customer analysis information directly in your Google Analytics account.
For example, you will be able to see which product pages have a high exit rate, i.e. which pages users leave to go somewhere else. You can then edit these products to make them more enticing, delete them completely or push them towards the back of your shop. This will have a positive effect on your conversion rate and your Adwords account. You will also be able to see how many of your paid-for customers come back later via natural routes (i.e. non-paid clicks). This will help you better estimate how much your ads were worth it.
Another way to optimize your account is to add new keywords. Google has a great tool available to help you do this – aptly named Keyword Tool. Use that tool to help you find relevant keywords for your shop and expand on your list.
Of course, you’ll also have to continue optimizing your current list of keywords and ads. Does another landing page have a higher conversion rate? Can you reduce a bid on a keyword without causing the average position of the keyword to move down? Does it make sense to create a landing page for each keyword? Does running the ad on certain days or times affect conversion? How is my competition writing their Google Ads – can I copy something from their copy?
Optimizing an Adwords account might require some work – but it’s certainly not rocket science. I’ll repeat from last week: success can be easily had if you have a good shop which in the best case focuses on a (very) specific target group. You can find even more information from Google itself or with a simple search on the Internet.
If you have any questions about Adwords/Analytics, or would like to share your own experiences, leave a comment below!
Cheers,
Torge
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