Adwords Campaign Management

We often encounter companies running a Google Adwords or other paid search campaign that is just not generating the amount of business they desire. Often, the campaign is underperforming because the person managing it either doesn't have the time to be effective and/or doesn't understand what it takes to run an effective paid search campaign.

If your account manager isn't focused on search engine marketing or isn't a search engine marketing professional, then you could be wasting your resources. Here's a quick test: does your search engine marketer know the following terms and how to implement them into a campaign for optimal performance?

  • Dynamic keyword insertion
  • Bounce rate
  • Difference between "broad", "phrase" and "exact match"
  • Placement targeting
  • The content network
  • Funnel visualization
  • Ad scheduling
  • Conversion tracking
  • Website optimizer

These are just a few of the skills that paid search campaign managers absolutely must know to handle Adwords campaign management successfully and efficiently.

Is your Google Adwords Campaign currently managed by a large agency?
Some larger agencies might tell you they use bid management systems to manage your campaigns. The fact is that bid management systems simply look at your ads and results as a mathematical problem, instead of digging into the why an ad may or may not be working. These systems don't write ads; they just analyze the existing ads that are created.

The art is in the creation of the ads and determining why an ad works. Taking a generic view of your campaign doesn't allow for the necessary time to dig into the emotions, motivations and desires of your customers. Matching the expectations that a prospect has when clicking on an ad with the landing page they then receive is the most important aspect of a successful campaign. If your visitor is not sent to the page with all the elements to give them the best opportunity to become a customer, then you just paid for a worthless click.

Rather than boast about higher click-through-rates and more clicks, at Capture Commerce, we don't lose sight of the end goal: creating ROI for your organization. Every decision we make with regards to your campaign revolves around creating real conversions for you. If you'd like to learn more, these articles give further insight into how Capture Commerce handles Adwords campaign management:

Lead Generation with Google Adwords

Paid Search Campaign Evaluation

Remarketing: Is It Right For Your Business?

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