16 Sep '18, 5pm

5 steps to success for low-conversion-volume accounts in AdWords

Brand awareness. If your main goal is to increase brand awareness, look at how much quality traffic you are attracting to your website. Your key metrics here will be Clicks and CTR. By focusing on nailing your audience strategy and ad copy (more on this later), you can monitor any improvements here. Site engagement. Another way to optimize toward a specific goal would be to use site engagement as a way to gauge traffic quality. Google Analytics is your best bet here, allowing you to measure performance and optimize by focusing on the various engagement metrics available (see screen shot below). Even better, these metrics are available down to keyword level! This is a more sophisticated way of measuring user quality than just looking at AdWords metrics. For example, if your highest-traffic keywords have a 90 percent bounce rate, landing page improvements or some in-depth se...

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