AdWords for Custom Software Development Company: When Does It Fail?
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Transcript of AdWords for Custom Software Development Company: When Does It Fail?
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When Does It Fail?
AdWords for Custom Software
Development Company
specializes in online marketing for IT companies
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About Us
Goal #1 is lead generation and cost per lead reduction
Google partner
Specializes in online marketing for IT companies and B2B businessesOperates mainly on the US and UK markets
Uses Agile to manage internal work process
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Even the most experienced professionals encounter failures.
Let’s see the most common AdWords mistakes made by Custom Software Development companies.
AdWords for Custom Software Development Company
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Underestimation of Competitors’
StrengthAdWords mistake
#1
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In February 2016 IBM Corporation paid $813K for
Google traffic
Do you think you can outperform IBM and other
corporate giants in AdWords?
You actually can!
AdWords for Custom Software Development Company
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! Do not try to win only by the budget volume.
! Pay attention to every element of your campaign.
! Apply smart tactics (relevant ads -> landing pages, specific vs. general keywords, flexible bid strategies, scripts etc.).
AdWords for Custom Software Development Company
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Low Budget
AdWords mistake #2
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Some IT companies set their budgets pretty low in the
industry with high bids that eventually destroy their
chances to get profitable with Google AdWords.
AdWords for Custom Software Development Company
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How to Calculate AdWords Budget?
Conversion rate is 1% under realistic scenario. That means only 1 of 100 visitors will turn into the lead.
To get 10 leads, we will have to attract 1,000 visitors.
With the average $12 cost-per-click, 1K visitors will cost $12,000. Thus, cost per lead will be $1,200.
If page conversion rate is 2% (optimistic scenario), cost per lead will be $600.
AdWords for Custom Software Development Company
*Targeting the UK
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Starting AdWords Budget
1. Review the average CPC for keywords (use Keyword Planner)
2. Check similar keywords that may have lower CPC and be more suitable for your business.
3. Calculate the cost of one lead.
4. Estimate the budget based on how many leads you need to attract.
AdWords for Custom Software Development Company
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Too Many General Keywords
AdWords mistake #3
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Specific(e.g. “software
development services”) are more expensive and not so popular. They bring high-quality traffic to the website because visitors looking for
services are easier to convert.
General(e.g. “software development”) are broad and can deliver more traffic volume. Their conversion rate is lower, but with the help of carefully selected negative keywords they can convert as well.
Keywords Types
AdWords for Custom Software Development Company
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Little Attention to Landing Pages
AdWords mistake #4
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! With so much investment in traffic, many forget about the second part of lead generation – conversion rate
AdWords for Custom Software Development Company
Landing pages help convert more traffic into qualified leads
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It’s not the best idea to expect visitors to
become talk initiators. They may not be ready for communication yet, but you are the one to
motivate them.
AdWords for Custom Software Development Company
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Single call-to-action on the first screen
No distracting information
The same idea as your ads suggest
AdWords for Custom Software Development Company
Efficient Landing Pages have:
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Craving for Quick Results
AdWords mistake #5
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Take Some Time
Every AdWords campaign is exclusive
There are no two identical businesses as well as advertising campaigns => each campaign must be managed differently
Don’t be too worried if your campaign is not picking up on the first day
AdWords for Custom Software Development Company
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Custom software development company starts getting leads during the first weeks after AdWords campaign launch.
Adjusting the stable process may take around 1 – 3 months.
AdWords for Custom Software Development Company
It’s All About Timing
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Lack of Сonversion
AnalysisAdWords mistake
#6
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Conversion Analysis
Determine certain customer’s actions to record as conversions
AdWords for Custom Software Development Company
Conversions can be:
• Form submissions• Newsletter subscriptions• Account registrations
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Slow Response to Submitted Forms
(>24h)AdWords mistake
#7
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If you are not responding to your web requests in time, leads will probably go to your competitor.
When you add a form to your website, you give visitors the opportunity to contact your company directly. Do not leave them waiting for response if they need your help.
AdWords for Custom Software Development Company
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Avoid Results Tracking
AdWords mistake #8
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Measure performance by monitoring the stats provided by Google AdWords.
Metrics should be monitored against your campaign goals to help determine what you ultimately need to optimize.
AdWords for Custom Software Development Company
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Key AdWords Metrics
CONVERSIONS COST / CONVERSION CONVERSION RATE
AdWords for Custom Software Development Company
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Detailed Analysis of the Campaign
The amount you pay for each click on
your ads
Cost per click (CPC)
Rate of users who clicked on the ad to the total
number of ad impressions
Click through Rate (CTR)
Rating of keywords quality and relevance
Quality Score (QS)
Impressions you’ve received to the estimated
number of impressions you were eligible to
receive
Search Impression Share
AdWords for Custom Software Development Company
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Traffic Quality Indicators
Bounce rateThe rate of single-page
sessions
Pages / sessionThe average
number of pages viewed during a
session
Avg. session durationTotal duration of all sessions to a number of
sessions
AdWords for Custom Software Development Company
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Custom software development company should check metrics with the following frequency:
key business metrics – once a week detailed metrics – twice a week
traffic quality indicators – twice a week
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How to Avoid AdWords Failures?
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The Key Points
R BA M
Be RelevantMake ads, keywords and landing
pages contextually relevant to each other.
AnalyzeOngoing monitoring and analysis of
the campaign let you determine which areas you need to optimize.
Allocate Enough Budget
Significant budget will bring enough traffic to analyze and
optimize your AdWords campaigns.Take Multiple Actions
Custom software development industry requires multiple
promoting actions to achieve the best results.
AdWords for Custom Software Development Company
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