Google AdWords is not just a simple marketing tool. It’s a highly evolved service that spans a broad variety of media formats and ever growing collection of assorted website types. And it’s not just the variety of website platforms out there, AdWords has to skillfully place it’s ads on literally millions of websites subjectively as well.
If you’re managing an AdWords campaign it’s your responsibility to ensure the ads are displayed on the right sites to people interested in what your campaign has to offer. Then there is the matter of budget, ad format and composition as well as when and if your ads are actually being displayed for interested viewers at all. You know what I’m talking about, what page position and even time of day or night the ads are being displayed.
Of coarse, there is a lot more to an AdWords campaign than what I just mentioned. And when we think of campaign management we naturally want to keep going deeper and deeper into the campaign itself. But a successful campaign manager will avoid the temptation to stay in his comfort zone. And this is where an extensive background in Internet Marketing in general begins to pay dividends. Forget the idea of thinking outside the box, that just makes bigger and bigger boxes. I’m thinking about outside the campaign.
External Campaign Factors
There is a lot of stuff going on just before and just after the click. In fact, the click is really just a tiny part of the bigger picture here. An important and very relevant part, but tiny none the less. In fact when it comes to making or breaking a campaign, I think most of the action is outside the ream of the click anyway. What we think of as campaign management is pretty much boring maintenance of a something that has found it’s way into a rut. Like the needle on a record going around and around with not much going on either way outside the grove.
There is usually some room before the click to shake things up and get some movement. But most of the time it’s after the click that holds the greatest potential for improvement. I’m not talking about split testing ad copy or the color or location of a button! I’m talking about really shaking things up. And the one that is likely to know about the technology I’m talking about is the PPC manager that has been there and done this before. The one with his eye on the ball.
Unconventional Landing Page Optimization
What’s happening out there today that can really turn some heads. What technology can we employ to significantly increase signups and web form submissions? The real geek doesn’t need to stand up here. We know who he is because he’s changing things for the better.
Web 2.0 Fast Connect Buttons
Facebook, Twitter and maybe even Google+ Connect buttons. (Google makes it hard here by changing the game every other week) So I am happy with Twitter and Facebook instant Connect Buttons right now! See WordPress Social Connect Plugings for one click account creations. No more user signup forms! No more tracking down and clicking links in confirmation emails anymore! And what do you think the person that just setup their first single click registration user account is going to feel like? Thats right… pretty good!
That means conversions baby!
Dynamic Web Forms
Conditional Logic allows you to configure your form to show or hide fields, sections, pages or even the submit button based on user selections. This allows you to easily control what information your user is asked to provide on your WordPress powered site and tailor the form specifically to their needs.
Even better is the fact that the web form can reconfigure itself in real-time. As a user enters information and answers questions, the web form will either add, or remove fields as needed.