Week 7 - MKTG 349 - Campaign Optimization

So you created a campaign for your website using Google AdWords and you notice that the campaign is not meeting your expectations. What do you do now? You may have to make some minor changes that can boost your campaign in a big way. This is known as optimization. The first step is to use a landing page that best represents your ad. Your ad should display or explain to the customer exactly what your webpage contains. If a customer finds that your webpage does not contain exactly what your ad shows or states, then they are more likely to leave your site. This may not only loose you that customer, but possibly future customers if they recommend to others to not use your website. If an ad states that you are offering a discount or sale, then your landing page should demonstrate that promotion.

For an example, let's search "baseball bats" and see if an ad effectively demonstrates what a customer will find on the landing page.

Ad

Landing Page (click to view)

Looking at the ad, we see some keywords that we expect to find in the webpage. These include: "free shipping," "free returns," "24/7 customer service."  Now notice the first thing a customer will see at the top of the page is that there is free shipping everyday. For many customers, free shipping is going to catch their attention and give them a good reason to do business with this company. In to top right, there is a link for returns for customers that already bought a product but need to send it back. Customer service is a big deal for many consumers, and in several areas on the landing page, there are different ways for which a customer can contact the company with any questions or issues. On many websites, a customer may have to go through several pages to find this information. For them to have all of this on their landing page makes them seem like a company someone would want to do business with.