Walk Before You Run: Complete the Small Tasks in Order to Convert
There are a lot of advertisers I deal with who may be
suffering from tunnel vision. They receive some activity after a week of being
active, and received clicks with low conversion. They want answers.
I would posit that they are looking too far down the line,
when they should be looking at the immediate. Conversions are the goal, but
they are not everything. It certainly isn’t a formula of A + B = C. More often,
it would better serve the advertiser to focus on the myriad small tasks that
can eventually lead to a higher conversion rate.
Here are some ideas to consider if you are operating your
campaigns or just created a new campaign.
Check the keywords.
The traffic you get comes from your keywords. Your keywords can come from your
AdWords account or from other platforms, or they can come from our keyword
suggestion tool. If you choose to import keywords from another network,
consider running them through our keyword tool. The traffic numbers your
keywords may have on other platforms may not be the same on 7Search.
By cross referencing your keywords, you can determine how
they can potentially perform in your 7Search campaign. This also lets you
discover options for keywords from our tool that can serve you in your
campaign. Experiment by creating two different campaigns; one with your
imported keywords and a second campaign using strictly 7Search keywords. Add
keywords from both platforms that are relevant to your content in the two
separate campaigns. Run a test for a period of time (5-7 business days), and
then compare results.
Use all the tools you
can add. We have a great many tools that can help you achieve the best
possible return on your investment. The campaign(s) that you run are best
served when they have integrated features that bring
visitors to your site pages more quickly, filter
away irrelevant searches and superior ad copy
is placed at the keyword level. I’ve written extensively on these, so be sure
to check out the resources.
Check your stats.
The keywords report in your account allows you to see your click through rate,
average cost per click, average rank and the actual searched terms your
keywords are receiving. Determine how your campaign is functioning by checking
how long your visitors are on your page (use a tool like Google Analytics for
this). If you have a high click through rate for some of your keywords, ask
yourself why. Is the keyword not targeted to your content? Is your website’s
content not compelling enough for visitors to delve more deeply?
Is your average rank rather high? Are you showing up lower
in our results pages, causing visitors to click into your site only to bounce
away quickly to find what they are looking for? What keywords are affected and
What terms are you receiving? Are you getting searches that
are not relevant to your content? Are they completely off the mark? Why? Are
there opportunities to add negative keywords here?
Conversion is one goal, for sure. A campaign has to receive
the attention it deserves in order to get to that place. Consider smaller goals
strung together to make a profitable campaign, like “I’ll test two different
landing pages and ad copy,” or “I will lower my bounce rate and my average
rank.” These little victories can help move you towards the greater goal.