Being in SEO for over four years now I have seen a lot of strategies and online tactics that many individuals attempt to rank online. Leads are the most important thing at the end of the day so many businesses spend hundreds if not thousands a dollar per month on Google ad spend.
Steps missed on Google Ads Set-Up
There are few processes I see that many skip time and time again.
Optimize Your Website First
The number one process I see that many individuals skip while running ads on Google is making sure their website has been optimized if nothing else from an on-page standpoint. Ignoring your website and going straight into Google ads is only going to give you the same emotional highs and lows as a popular social media post. You make receive a lot of clicks but we all know when you are using a PPC campaign to draw leads to your business every click COST more than it COUNTS!
Take care of your website first. Make sure you have the information handy for a person to find what they are searching for. Make sure your business local, name, phone number, and some type of call to action is present on every page. Not having these simple pieces of information is detrimental to your online marketing.
Connect Your Google Analytics Accounts to Google Ads Manager
The second process I see many people skip when doing PPC ads is they have not set up their ads account to their Google analytics account. Many individuals are depending on the information they are receiving solely from the ads manager account. Now I am not discrediting that information at all but you must have checks and balances when performing any type of online marketing campaigns. Google analytics is going to give you information from a different stand point. It will help you optimize your process better and lead you to a more quality ad campaign.
Connect Website Contact Form to Google Ads Manager
Lastly, the third process I see many businesses ignoring when they set up their Google ad campaign is they are not tracking contact form conversions! This is huge because only focusing on the clicks and leads is not giving you the full benefit of your ROI. Setting up your conversion tracking on your contact form gives you more insight as to not only how your ad is running but also gives you a better indication is many contact form submissions are being made from the ad itself of the organic traffic coming into your website.
Tracking is key to understanding your metric and campaigns for online marketing. Ignoring the metrics or should I say depending on one set of metrics does not produce a great ROI. I know you want the leads but online marketing is a strategy of processes that link together for SUCCESS!
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