A few weeks ago I did a training course for a client who is running their own lead generation campaign in AdWords. In my experience, clients want two things from lead generation campaigns:
- More leads
- A lower cost per lead.
AdWords makes it very easy to report on these metrics but what AdWords beginners often struggle with is how to change them. I made them a flow chart to show what changes they could make, and how these changes effect the other metrics:
I’m sure that if you are an AdWords guru then you’ll be able to draw a lot more lines on the chart but I think I’ve covered the most important stuff.
- Suppose you want to improve (reduce) the cost per conversion.
- Following the arrows backwards shows that you can either improve the conversion rate or reduce the average CPC.
- Going back another level tells you that the landing page and the ad text influence the conversion rate so you can change one or both of these.
- Alternatively you can reduce the average CPC either by reducing the CPC bid or by improving the quality score black box.