As usual, the gang at google has done a great job of keeping it simple:

Going further than click-through rate data from your AdWords campaign dashboard, Google Analytics stats to show campaign bounce rates.

1. Go to Google Analytics account
2. In “Traffic Sources” choose “AdWords“
3. From the toolbar, choose the “Compare to site Average” option and choose “Bounce Rate” as the comparison
4. The highest bounce rate campaigns will show clearly with a Red Bar. The red means these ones are costing you significantly more than your average landing page in clicks that don’t convert.
5. Examine ad groups and keywords that are offending and get rid of them!

We’ve all heard of sales funnels, and we all know what happens when a crummy sales rep is in there:

Nothing!!

A first contact, and half of the prospects are looking elsewhere, maybe even motivated to look elsewhere..

If they survive to a needs analysis stage, they’re likely just to hear all kinds of features and functions..

Okay, enough about that rant.. let’s talk about how us as marketers can waste thousands!

1. Realavent AdWords Text

“Top 10 Ways to solve .. [insert keyword here]

“Three things you should know before considering [insert keyword here]

“Complete buyers resource guide for [insert keyword]

REALAVENT KEYWORDS are #1

2. One page for every problem?

Have you ever called a service line at say .. oh your telco, and before your done sharing your beef with the $10 / hour person on the other end of the line, they’re giving you the answer to the wrong question??

We as marketers are better than that!!

where are your customers coming from? if they asked google for “how to drive the ball further” are they getting the “How to Drive the Ball Further” Landing Page if not, they’re Bouncing!

LANDING PAGE RELEVANCE BOUNCING is #2

3. Clear Call to Action

Congrads! They’re staying on your page for more than 10 seconds.. quick, do something!! So far, all we’ve done is spent a small fortune to get someone to stay on our page for more than 10 seconds! If you’re in the software or marketing services world like I am, we probably spent upwards of $3 for this visit.. so what??

$3 should get you a lead!! who cares about quality, get them opting in to something!!

Now most of you have been to webinars, you’ve heard of targeted landing pages, but I speak with companies with $10,000-$40,000 / month in AdWords spend that don’t have a targeted landing page for every campaign group!!

Now if you’re not in that catagory, the only way you will ever successfully compete with the bigger budgets out there, is to out-convert them, so it’s probably even more important to use and optimize landing pages.

Part 2 to follow! – Register for RSS or Email alerts!