Google Ad Campaign CASE STUDIES
23.08.07Filed Under: Marketing Strategies, Search Engines, Google and the Hamptons
CASE STUDY 1
One client had an old, drab site and took a Google Campaign for his business. This campaign targeted tourists to hire him. He was getting visits to his site from the campaign, but no business. I told him he needed to upgrade his site using our Conversion Program and templates that can give his site a new high-end look inexpensively. He invested a few bucks and within weeks he began to get jobs from the ad campaign. Now, it has proven to be a highly profitable investment from both the site design and the campaign.
CASE STUDY 2Another client was selling and/or renting a house. I set up a site for him with photos - a gorgeous template from our template gallery - and a Google Ad Words Campaign. In 1 month he received 2,500 visits from targeted keyword searches and also Google content network (adsense ads that are on average but related websites), looking specifically for what he was offering, and rented his house - for a profit of $1000’s. I cannot disclose the name or the actual numbers for privacy reasons. What is more important is that these prospects may bookmark his house for NEXT season, tell friends and so on — so investment this month, may pay off big later on…This client made a few sales for rentals which turned a profit - it wasn’t huge but it was a profit not a loss. He said to me “John I don’t think the Google Ad Words campaign is working because the person who rented my house found my website on some rinky-dink website somewhere.”Google’s Contextual Network places the ads from a campaign on websites related to those ads. The reason website owners place code on their site for this is because Google shares the click through fees with them. The more traffic, the more clicks on those ads, the more money the website owner makes. Some sites that focus having quality content and Adsense Ads on them can make $20 grand a month - this is another article. But the point is they work. Someone found this mans house rental on a site from these ads and he wasn’t even aware of it.
That’s why they call it the Net or the Web - it’s all interrelated and Google’s ads are everywhere they need to be.
DISCUSSION:
Note that you don’t have to have ads in the Contextual Network it’s an option. I like it as the click through fees are less and there is a lot of clicks - however, someone is not asking for the information by typing in keywords. They are browsing related sites, it catches their eye and they click opening the site. This form is more like reading a paper and seeing something you were not necessarily looking for but was related to what you were seeking - thus why it caught your eye.
Smaller campaigns do not get this kind of activity all the time, but they get steady streams of highly targeted traffic from Google and their HUGE network. This can mean the difference between your business or your competition’s business getting that client!
When evaluating a Campaign you need to look at several factors other than immediate results. If you only look for immediate results (i put in an ad, i made a sale), you are not going to get the most out of your online advertising.
An ad campaign in Google will build up relevancy, and quality scores based on the # of times an ad is shown and the # of times it is clicked on - this is called CTR or Click Through Ratio. The higher this is, the better. It tells Google that this ad is relevant and so they place you higher even though you may be paying less per click than your competition with a lower CTR ratio. This is what makes Google a great company - their focus is on quality, not only money. But they definitely like money too.
If you remove an ad campaign you are losing your CTR ratings and someone else seeking the same market as you will be building up their relevancy and it will be tougher to compete with them as they have a longer history than you. If you’re in the game, work it. Don’t stop it if you can at all help it.
Of course if you put your campaign back online and you get great CTR scores Google will notice again.
People browse and bookmark sites.
They remember what they typed into find your ad and repeat it. If you’re not there - you lose.
If you can, you should have a mailing list on your site - not a pop up, Google will not let you have a POP up especially on the homepage. Getting people to sign a mailing list means that for every visit that yo paid to get to your site, you have a chance to contact them again and again. So an email capture system should exist on your site if you are doing online advertising. There are programs that allow you or your webmaster to do all of this.
Online advertising is not about fast results and you should not budget yourself for that - you can lose money that way. It’s about ongoing exposure with the focus on results. The results only happen ON THE SITE - and you need to be sure you don’t have keywords in your campaigns that are unrelated to what you offer. This will lower your relevancy rating, quality score, lower your rank and waste money. You want to insure that your ROI (return on investment) has a quality conversion rate (the cost of ads versus profit). And keep it going improving it all the time for better results.
I have found that the relationship between the quality of the site, set up FOR online marketing, knowing what is required when designing or optimizing it, and the quality of the ad campaign itself really makes all the difference. A poor site, a slow loading site, keywords entered you think are being used, or not having real keyword research tools that find a lot of keywords from various networks and other factors like this - really all add up to either success or failure.
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Written by
John Monteleone
www.HamptonsWebDesign.com
www.HamptonsDirectory.com
631-725-5251
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