In this video, I show you how to optimize your campaigns by using the Reports and the Navigation tabs in your Google AdWords.
We have split test out campaigns/ad groups/ads in one of the previous videos but what are we going to do with that? How are we going to see what works better than the rest and what we should narrow down on and focus and what we should delete entirely or minimize? The answer lies in the ‘reports’, or the ‘dimensions’ tab.
These tabs allow you to get a ton of information about your clicks – user location, device used, age, gender, etc…
In our example, we have looked at the times and locations – what locations are getting us incredibly low conversions and what times are the best? If a certain location or time is getting us an incredibly low conversion rate, then perhaps it is time to move on and either make our promotion appeal to people in that category, or remove it entirely. I will show you how to do all that in the next video.
Something incredibly useful is also looking at your search terms in Google AdWords. This tells us what the users typed in to arrive at our ad. Was their search query at least somewhat related to what our offer is about? This is one of the downsides with ‘broad’ match type, in that users may type in something completely unrelated and it will trigger your ad, and will land a click… for which you pay for… which reduces your ROI. You can either change the match type, maybe to a broad match modifier as we have discussed in a previous video, or input a bunch of negative keywords… and keep putting them in as new search results come up to make sure that unrelated search terms don’t trigger your ad and force you to pay up with the click.
Under the ‘reports’ tab in Google AdWords, you can see the same information as you would under ‘dimensions’. In this case, you just drag and drop your design and put in all the data you want to see. So if I want to see the gender and age of people who clicked my ads, I would just drag and drop those directly into the spots. A note on that though – you cannot see data on age and gender unless you input ‘display network ONLY’, and since our ads are focused on search networks, this is something we would not be able to see unfortunately.
That’s basically it – these tools allow you to fine-tune your campaigns and make sure that you are targeting the right audience. Remember, you can sell snow to an eskimo who is located in Africa… so make sure you find that eskimo who is in dire need of your product and ready to buy at any price!
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Thanks for watching, and I’ll see you in the next video!