There is a lot of work that goes into AdWords marketing and a successful campaign is good for any business. Unfortunately, determining the success of an AdWords campaign is often a difficult part of the process. The most recent example I have involves a company spending roughly $8500 a month on its AdWords campaign.
At first that number appears great. To have spent that much money, the company has a high click-thru-rate (CTR). In fact, they estimate over 60% of their website traffic comes from AdWords. It is after this point that things go downhill.
Even with all that AdWords traffic going to the company web site – they are losing business. Even worse; they cannot tell how many clients they have received because of the AdWords campaign. The company is a client based company so the end goal is to have clients sign-up; not to see how many hit the website.
Unfortunately since the company cannot tell how many new clients it has gotten from the campaign; and they get over 60% of their web traffic from AdWords; they have little choice but to continue the campaign. They can’t afford the potential loss of traffic to their site.
A measurement system that can be analyzed must be set up so that they (and you) can tell if AdWords is working.
If you are using AdWords please take a moment and figure out if it is really working for you.
Don’t spend $8500 a month (or whatever you spend) to keep current business – are you really getting new customers?