Google AdWords is maybe the best trackable media; you can track every single click, conversion and Euro.
You can perfectly link Google AdWords and Google Analytics and get data beyond the click as well.
In certain cases AdWords falls victim to this transparency.
Companies are often too strict and Google AdWords is put under the microscope because it is so trackable. If the cost of conversion is higher than what they expected it seems like "We are losing money with AdWords". And often the conclusion might be: "Oh Google AdWords is too expensive lets reduce the budget or stop it!"
This is not quite the case.
What is the cost of conversion of radio, magazine, TV, cinema, outdoor etc?
"Oh but that's branding, Adwords is not for branding it is only for sales/driving ROI."
What better branding is there than bringing a potential client who is interested in your products to your website and let him experience the full effect of your website branding, with logos, banners, messages etc?
My advice on this is:
You can perfectly link Google AdWords and Google Analytics and get data beyond the click as well.
In certain cases AdWords falls victim to this transparency.
Companies are often too strict and Google AdWords is put under the microscope because it is so trackable. If the cost of conversion is higher than what they expected it seems like "We are losing money with AdWords". And often the conclusion might be: "Oh Google AdWords is too expensive lets reduce the budget or stop it!"
What is the cost of conversion of radio, magazine, TV, cinema, outdoor etc?
"Oh but that's branding, Adwords is not for branding it is only for sales/driving ROI."
What better branding is there than bringing a potential client who is interested in your products to your website and let him experience the full effect of your website branding, with logos, banners, messages etc?
My advice on this is:
- Don't be too strict with the conversion rate/cost with AdWords if you are not with other media
- Use attribution models to see if keyword groups which don't lead to sales drive sales indirectly (last click vs first click e.g.)
- AdWords can be a strong brand awareness driver as it brings your target audience to your website which is highly branded.
- ROPO (Research Online Purchase Offline) will definitely occur in most industries. AdWords will increase Offline sales but it will be hard to track
- AdWords has a positive effect on organic searches
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