Ensure you can collect and analyse search data. And be prepared to use it!
Creating a seamless search engine marketing user experience, from search query through to advert and landing page, can be refined over time. By monitoring the data analytics for your campaign – how many people are clicking your ad, which search terms are generating most clicks, which landing pages are people spending most time on, for example, you can tailor your strategy to focus even more precisely on your target audiences.
Three key ways to arm yourself with data around which you can refine your campaign are:
1. Use more than one – and preferably three – variations of ad copy per ad group.
2. Upload audience lists to your Adwords account and apply them against each campaign. For example, users who visited our travel site over 90 days ago but never purchased, users who purchased over 11 months ago, users who spent more than five minutes in the Mediterranean Cruise section.
3. Test different landing pages.
The data you gain is incredibly useful for honing your search engine marketing campaigns. For example, knowing which ad copy leads to a higher click-through rate than others. You may find that users who have visited your site several times in the past week are twice as likely to book a holiday, so you may double the amount you spend on this audience list. Other useful data could include performance by device, time of week or user location, for example.
You can use these six types of data to target your spend towards the most lucrative areas. This will not only help you, but it will also help the users most suited to your business find you. It’s all about matching: helping users that match your business find the products or services you offer that match their needs. After all, that’s what marketing is all about!