Last month I picked up another client from California. After they saw the performance on a sister store, they give me two more. In this case, it was the company that I founded that was doing their Google Adwords previously.
I know how to exploit automation, so the first thing I did was paused all of their campaigns. I used none of them. I built my own, my way. Here you can clearly see when I took over the campaigns. It was an instant success.
These are two of my favorite metrics. I’ve done many audits for car dealers, and every single time their overall impression share is less than 50%. This means that their ads show only 1 out of two times when their keyword is searched for. It’s that simple.
Click Through Ratio is important as well. If my CTR is 2%, that means my ad gets clicked 2% of the time it’s shown. I’ve observed companies thumping their chest for getting a 4% CTR. That number is unacceptable to me. Currently my CTR for all campaigns is 13.2%. I’m very proud of that.
Absolutely! I don’t bid on cheap low quality keywords that don’t convert. When I see vendors on LinkedIn bragging about getting dealers more traffic and a cheaper CPC I cringe.
In just a month I was able to get them a 301% increase in CTR.
Obviously the impressions will be lower as well because I’m not using many broad match modifiers, therefore I’m not bidding on crappy keywords.
It wouldn’t be fair to the previous company if I bragged about a 98% increase in conversions because I set up all new ones. In the car business you have to measure quality conversions. Obviously a phone call or an email lead conversion is important to measure, but people shop for vehicles differently. They spend days or weeks vehicle shopping, and more than half of them just show up at the dealer without calling or emailing.
I use Google Tag Manager to power many of my conversions because it’s an awesome tool that gives you the power to get very creative with goals and conversions. For example, you cannot measure external link clicks with Google Analytics. With Tag Manager you absolutely can.
I measure many things and I push a lot of events, but I only use a handful for my quality conversions. I push these back into Adwords so I can see conversions right down to the keyword.
This comes in handing when I’m bidding on keywords, and it’s very important to measure.
This is something I play close attention to. For example, the term “used cars”. This could be a very competitive keyword, and the CPC is typically high. So I will look at the cost per conversion for this keyword. If it’s more than $10.00 I will dump it.