I have been running adwords for quite some time. One of my campaigns generates the most clicks (39% of my keyword campaigns) but have a very low conversion rate. The current income for this campaign is highly negative for the YTD of 2006. How do you evaluate it's worth. Because we are getting the click what are the possibilities that they come back an purchase at a later time. Is there any sort of bonus for Branding and getting our store name out there? I have recently installed google analytics to assist in tracking this information in more detail. I am considering pausing this campaign and increasing my spending on the keywords that do convert better. Should be the obvious route? Any advice? Thanks
I guess this is where I need more help then. Any advice on things to read, books, websites, etc on writing better ads?
I don't really know a site or book, but I can give a little of what I have experienced. Say I am selling a subscription to napster. I would NOT want to write an ad like this: Millions of songs Get a Free Trial No Cost To You www.napster.com This implies to the customer that they are getting it Totally free. While there may be a trial, the visitor is still required to enter their credit card number to get the trial. And most people don't relate free with their credit card. This ad may get more clicks, but conversions wouldn't be great, since the visitor would feel mislead. Something like this would be better IMO: Millions of songs Only 9.99 per month Sign up today www.napster.com A lot less clicks probably, but more conversions, since the user is expecting to have to pay. Thats just a basic overview of writing ads for conversions, not clicks.
You need to track sales back to the original referrer. If that's PPC then you have your conversion data, ROI etc. I don't know ig Google Anlaytics does this but there are other stats packages that can track this well.
I am using a solution named AxRoi from axandra, I am very happy it it. It takes a liitle time to plug in your website. For me was only to insert an code in the JS file and one code in conversion. I have also made some modification for the script. The support seems ok with a 48 hr delay response. If you need more info about this let me know. I was in search for this tool for a long time and evaluate some products on the market for this.
I have a different point of view: Just be sure that you have a Positive ROI (not negative) and write your ads for clicks (CTR%) if you have a positive ROI conversion and get a very high CTR% you become rich.
I left my message with argumentation, so I posted my experience with the tracking tool I am using, AxRoi. An alternative is TrackPoint but not having so many functions as I need. I will try to post some screenshots from my control panel also with conversions tracking and other tracking options.