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The Most Important Element of Your AdWords Campaign is...

Discussion in 'Google AdWords' started by GuyFromChicago, May 29, 2007.

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The Most Important Element of Your AdWords Campaign is...

  1. Keyword Selection

    10 vote(s)
    31.3%
  2. Keyword Match Type

    1 vote(s)
    3.1%
  3. Ad Text

    1 vote(s)
    3.1%
  4. Ad Title

    6 vote(s)
    18.8%
  5. Display URL

    0 vote(s)
    0.0%
  6. Budget

    2 vote(s)
    6.3%
  7. Landing Page

    8 vote(s)
    25.0%
  8. Dayparting

    1 vote(s)
    3.1%
  9. Geo Targeting

    0 vote(s)
    0.0%
  10. Other (Specify in Post)

    3 vote(s)
    9.4%
  1. #1
    Over the years I've interacted with a number of people and companies in regards to their AdWords campaigns. It's always amazed me to see the varying degrees of importance different organizations assign to different elements of their campaigns.

    In your mind, what is the most important element of an AdWords campaign? I know that's kind of like asking what's the most important part of your car...in reality they are all very important but some elements are critical (brakes) and other not so much so (radio).
     
    GuyFromChicago, May 29, 2007 IP
  2. CustardMite

    CustardMite Peon

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    #2
    Tough call between the advert title (which I feel influences QS more directly) and advert text (which impacts the QS through the clickthrough rate).

    Went for the title. Damn. I've changed my mind now - make it the advert text...
     
    CustardMite, May 29, 2007 IP
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  3. flip

    flip Peon

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    #3
    This reminds me of one of those riddles from a Greek play: unsolvable, but it tries to show you some inner truth. Because as I went down the list, for each item I said, "Oh yeah, that's the most important." Next item: "No, it's that one." Next: "No, it's this one instead."
     
    flip, May 29, 2007 IP
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  4. cianuro

    cianuro Peon

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    #4
    You can have the best quality score in the world, a million targeted keywords and the best product on the market but if your landing page does not convey trust, authority and relevance, your visitors leave.

    My vote is for Landing Page.
     
    cianuro, May 29, 2007 IP
  5. GuyFromChicago

    GuyFromChicago Permanent Peon

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    #5
    Mine was too. I have a feeling someone accidently voted for dayparting...:)
     
    GuyFromChicago, May 29, 2007 IP
  6. cianuro

    cianuro Peon

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    #6

    Damn. It's been one of those days. :)

    How on earth could day parting be?

    Thanks for pointing that out.
     
    cianuro, May 29, 2007 IP
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  7. GuyFromChicago

    GuyFromChicago Permanent Peon

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    #7
    I'll let you know between 1:00 and 4:00 Tuesday through Friday:D
     
    GuyFromChicago, May 29, 2007 IP
  8. cianuro

    cianuro Peon

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    #8

    And I'll be converting the international consumers. ;P
     
    cianuro, May 29, 2007 IP
  9. CustardMite

    CustardMite Peon

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    #9
    Agree absolutely with everything you say...

    On the other hand, get your title wrong, or your advert text, and you can immediately halve your clickthrough rate and Quality Score - this leads to your sweet spot being much lower, and can halve (at least) the amount of traffic that you get. So your conversion rate needs to be a lot higher to offset that.

    Perhaps if you are representing a retail website, the landing page is more important, but for a subscription service or a lead-generation site, I'd probably stick with the advert text (until I change my mind - the keyword list is quite important too)...
     
    CustardMite, May 30, 2007 IP
  10. danielb

    danielb Peon

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    #10
    I don't know whether it's the most important, but I think the most under-rated element is the campaign architecture (a fancy way of saying the way your ads/keywords/groups are organised).

    Well organised = easy to track & measure, allows you to relate ads more closely to their keywords, allows you to separate content vs search clicks quickly
    Badly organised = shoot & hope!
     
    danielb, May 30, 2007 IP
  11. porkiey

    porkiey Peon

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    #11
    If you cant convert sales after you get the clicks what was the point in the click? I would far prefer 20% of visitors to convert after i have paid for their visit rather than CTR of 20%.

    Landing page by far
     
    porkiey, May 30, 2007 IP
  12. kmb40

    kmb40 Peon

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    #12
    Well for me, conversion rate is the most important element but based on the choices in the poll, I'd say Keyword selection. If your homework is not done there, then little else will matter.
     
    kmb40, May 31, 2007 IP
  13. virusrulez

    virusrulez Peon

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    #13
    virusrulez, May 31, 2007 IP
  14. GuyFromChicago

    GuyFromChicago Permanent Peon

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    #14
    The conversion rate isn't an element of a campaign, it's a result or outcome. You can't set a conversion rate.
     
    GuyFromChicago, May 31, 2007 IP
  15. TerryB

    TerryB Peon

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    #15
    in a word:

    Relevancy ...

    right thru the process ...

    Terry :)
     
    TerryB, May 31, 2007 IP
  16. GuyFromChicago

    GuyFromChicago Permanent Peon

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    #16
    Where's the relevancy setting in AdWords?
     
    GuyFromChicago, May 31, 2007 IP
  17. CustardMite

    CustardMite Peon

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    #17
    If they're allowed conversion rate and relevancy, can I have 'profit'?
     
    CustardMite, Jun 1, 2007 IP
  18. GuyFromChicago

    GuyFromChicago Permanent Peon

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    #18
    I was going to add that as a choice:D
     
    GuyFromChicago, Jun 1, 2007 IP
  19. Sarto23

    Sarto23 Peon

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    #19
    Well there a lot of good answers over here but they are all related to 1 element that is the most important i think...Data analysist. You can't improve what you can't see so i think the most important part of an Adwords campaign is the way you analyze and collect your stats to improve the other parts of your campaign.

    JMHO
    Julien
     
    Sarto23, Jun 1, 2007 IP
  20. Spartan_Strategy

    Spartan_Strategy Peon

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    #20
    Has anyone utilized any type of additional software/services to A B variant testing on ads and landing pages. Meaning to test say 100 combinations over a week?
     
    Spartan_Strategy, Jun 2, 2007 IP