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:
Click the picture for a bigger version
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.
Usage Example
- 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.
This is going to come in very handy, thank you. I spend most of my time on the organic side of things, so the PPC assist is greatly apprecuiated.
No problem; sounds like you are right in the middle of the target audience for this post :-)