Digital Marketing has emerged as a far better ROI generation option as compared to the conventional marketing techniques. Web pages, social media and electronic media comprise the core of Digital Marketing. A recent approach introduced by Google that provides a cost effective yet quick method to influence a larger online audience based on keyword searches is Pay-per-Click or AdWords. Organizations should focus on AdWords optimization methods to achieve the best possible results within even their limited budget. However, they should also remain well conversant with the latest developments and search engine algorithms and should, therefore, keep their online presence adaptable to these fluctuations. ROI is influenced by AdWords features of increased clicks, optimized landing pages and reduced recurring costs.
ROI centred Marketing Campaigns. Marketing budget should be based on the actual return that is being achieved instead of allocating a set amount of daily / monthly / yearly budget. AdWords provide multiple targeting options for the advertisers. Users can opt for localized keyword targeting instead of generic large scale approach, specific item based paying customers can be targeted instead of targeting all the online traffic, positive keywords can be over emphasized while negative keywords can be stopped; i.e. multiple advertising options. This granularity makes these Pay-per-Click ads a ROI centred approach with positive revenue generation capabilities. By preparing and optimizing the PPCs for profit instead of traffic generation or budget limitations, optimal ratio between user volume and business efficiency is achievable.
AdWords Metrics. AdWords are stored in the Google index based on their Quality Scores. To achieve higher SERP rankings; Ad relevance, Quality of Landing Page and Rate of Click Through Rate (CTR) plays a pivotal role. All of these variables should be individually considered and optimized to generate a SEO online presence. Similarly, while preparing your PPC, special attention should be laid down to consider what Search technique (top of funnel, bottom of funnel, competitor and branded) your AdWords is going to target. This will define the ad architect and various other related parameters. Another important factor is the Reach of your AdWords. Maximum audience is necessary to generate the optimal results and expected ROI thru increased online traffic. Appropriate optimization should be carried out during Display / Search Network Selection to ensure a holistic reach. Similarly reach of the PPC is also affected by the Geographic Location Targeting. Knowing exactly which region is going to be affected is key to the success of any marketing campaign.
One of the crucial factors determining the success of your AdWords is Negative Keywords or Wasted Investment. This refers to the amount your business spends per click in advertisement that doesn’t convert to positive ROI. One of the easiest and widely practiced method is to generate a list of keywords that negatively affect your search i.e. that do lead an online user to your ad but it is not relevant. Drastic improvements can be achieved thru this technique. Another essential metric is the Conversion Rate. It refers to the number of users that get converted to actual revenue thru the AdWords. Multiple factors effect this variable including quality, compatibility, relevancy, usability and speed of the landing pages. Yandex Metrica is a helpful tool in this regard. A thorough analysis of the keywords can also help improve Conversion Rates. This involves analysing which keywords have actually contributed or have not contributed to generation of online traffic and positive ROI. Readjustment of keyword listings will follow.
The above mentioned metrics are only some of the factors that affect the financial success of AdWords. SEO techniques aimed at targeting specific audience to achieve higher SERP rankings should be diligently and professionally employed to achieve greater positive ROIs. In the ever changing global business environment, digital marketing for the sake of marketing is not enough. A coherent and diligent approach is necessary that optimizes all the business specific metrics individually to achieve collective benefits.
