Adwords Campaign Management requires close attention to detail, ongoing measurement of user behaviour and adjustments to maximize Return On Investment. We are Google Adwords Search Certified. Harrisweb is in Milton, Ontario.
Did you know you can achieve a higher position than a competitor while maintaining a lower bid by increasing your quality score See: About Ad position and Ad Rank
You can also read: Using Quality Score to Guide Optimizations: Google Best Practices
You can increase your CTR with more qualified leads using mostly "phrase match" and [exact match] keywords and by careful attention to negative keywords. The aim would be to weed out clicks from users not intending to buy your products. In addtion, you can use geo-targeting to home-in on your trading area. Similarly, you can use ad-scheduling and bid adjustments to stop your ads from showing when your customers are not looking, like 3am local time.
You can use all these tactics to qualify your clicks, so when your ads show, it is to users who are really looking for your products and your Click-Through Rate will increase.
You can find an article on Search Engine Land: 8 Quick Ways to Increase Your AdWords CTR
The reality is this takes a concentrated effort to do all this and weekly attention to analyze & make adjustments. If you are pressed for time, contact me about managing your AdWords account for you. I am Google Certified for Adwords Search.
If you link your AdWords and Analytics Google properties, AdWords data can be seen in your analytics reports. With this in place you can see Bounce Rate, Pages/visit, Avg. Visit Duration, New vs Returning customers, Exit pages, and much more.
The data can be viewed by campaign, ad group, or keyword. This allows for deciphering user behaviour and helps to adjust AdWords campaigns to greater profitability. An example of this might be tracking ad positions and CTR, sometimes the top position is not worth the extra cost. Or you can track time of day, or day of week metrics to see when you should raise of lower bids on a keyword.
Further Reading in a more-in-depth article at Search Engine Land: These 10 Analytics Reports Will Improve Your AdWords Results
Google Tag Manager - GTM, allows for the addition of "Tags" that are fired by "Triggers" added to a website without altering the website code.
Tags can be triggered by many different events - for example:
With GTM we can get down to the granular level of user behaviour.
Lunametrics has a good introductory article: What Is Google Tag Manager? (And How Does It Work With Google Analytics?)
In the 3rd quarter of 2016 we built a campaign for an ongoing client. We built the website for them in 2015. The services ranged from $2500.00 to $15000.00, so not an everyday item. Theses service are in a narrow niche. After 30 Days:
Notes: The cost per aquisition for this campaign was ~$200.00; when compared to the selling price this is a good deal. The CTR of 4.64 is an average over 39 keywords, many keyword performed better than this. The aquisitions were tracked using GTM and viewed in Analytics.