Gathering the data
This is a preview to the chapter Gathering the data from the book Making the Most of Google Adwords by Tim Hill.
Please note this text is copyright protected.
Keep calm here. Imagine what we are going to do from this moment on as the work of a master craftsman slowly working a chunk of wood into a fine piece of furniture. He will start with a saw to get the rough shape of things (we've done that) and then spend a great deal of time sanding, scraping and polishing to get the perfect end result.
But before we look too deeply we need to understand what we are looking for in the data so we can understand what it is we need to sand, scrape or polish!
Why isn't my Adwords performing?
Perhaps a little sarcastic but unless you are paying $0.01 per click and visitors are pouring into your site where they buy your product or service, click on an advertisement, subscribe to your newsletter or such like then you are going to feel like Adwords is not performing!
So what we will be looking for is the root cause but we have to be careful not to take any one piece of data at face value as it could make you take a turn for the worse.
At all times keep in mind that your campaign may not be performing because:
- The keywords are wrong, people searching those keywords aren't actually your target customer (even if you are sure they are, they just aren't – remember the bit about Trophy Terms?).
- The landing page (where they arrive on your website after clicking your advertisement) is not converting the visitors.
- Your advertisements are not worded correctly and they:
Don't inspire Google to display them.
Don't inspire internet users to click through.
and all the others, when you
buy Making the Most of Google Adwords
What else is in the chapter 'Gathering the data'?
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