Learn How To Increase Google Adwords Traffic Performance Metrics

Based on your business objectives, when you are building a business it is easy to section your business objectives and to match them with performance metrics that allow you to take action to get closer to those objectives.

The first Google Adwords traffic performance metric and business objective that align well is going to be your traffic performance metrics. Suppose one of your business goals is to increase the volume of leads you are getting, which is an ongoing business process and goal and something that Google does very well, you want to be focused on traffic. The only way to increase your lead flow is to increase your visibility of your ads and the visitors to your website.

You are going to be able to recognize poor adwords traffic performance in several metrics, especially when you are optimizing. One such indicator of a poor performance metric is low impressions. This would indicate that there is not a lot of people interested in your market or you are not getting your impression share.

Low clicks is an indicator that you have decent impressions but your ad copy is weak and you are not drawing people to the website. Visitors to your website are not clicking on the ad when they see it. By improving the ad copy and doing a split test and measuring and selecting the top performing ad copy, this will allow you to get a higher performing ad which the leads to you bringing more visitors to your website which will result in better lead flow.

Another thing you will discover is low CTR's. Often the low CTR metric, not only does it show you that you are not converting the traffic, you are also not performing well for Google. A low CTR is going to give you a low quality score, which leads to a low position and very incremental coverage. In essence, a low CTR will end up hitting you from both sides. One side is on your end, because you are not taking action on those traffic opportunities, but more importantly, you are being hit on Google's end and this causes them to exclude you from having your ads being seen or seen sparingly.

A low CTR is one of the first metrics you need to pay attention to and start improving aggressively by getting into the game and getting some visibility and getting more traffic.

Often low impressions requires you to do some testing. This means you should look at the market. Determine whether it is a weaker market, or your keywords are not correct. Maybe you can try a different set of keywords to test to see whether you can get higher impressions. There are many ways to look at the impression metric. But the best way is to make increasing impressions, part of your process or part of your routine to always continue looking for new keyword opportunities.

If you are not committed to new keyword opportunities, because of so many shifts in the market in terms of competition, market share, and impression share, it is easy for things to quickly go downhill. But being committed to new keyword opportunities and using tools; such as Google Insights for search, to find those new trends, find what is working, and find out what people are searching, you are never going to be behind the curve.

If your impressions are dropping, it could be the market itself it dropping. Keep in mind, markets shift. For example, if you were in real estate two years ago, real estate was a great search term. There were many people looking for real estate two years ago. But, if you look at the term real estate today from a trend standpoint, the industry is pretty tragic. Not a lot of people are looking to buy real estate.

The point is, it is important to take into consideration the trends and realize that just because you have great impression share and traffic today, things are always moving and shifting. Thus, the only way to ensure you have success tomorrow with your keyword selection, is to not only keep your campaign traffic performance high, but also keep those new keyword opportunities coming so that you can manage the traffic flow.

Another way to focus on increasing your traffic is to raise you campaign budget for increased coverage and visibility. When you start out with a low campaign budget, it should never be static. This is because budget is not a static metric; it is part of a system, so it is moving constantly. Many people have a tendency to set a budget static by setting a low budget and then leaving it there, without considering the option of increasing or even decreasing your bid amounts each day.

Keep in mind, Google is a little more organic. You have to be always allotting the right budget that will produce your leads, sales and profits. When you are testing a new market, you start the budget low and as the campaign performance improves, you have to consistently increase the budget amount to allow Google to show you more of what they have to offer.

By telling Google that you only have a certain amount to spend, say you only have $50 or even $100 a day to spend on this traffic, Google might be able to give you $10,000 a day of that high converting traffic allowing you to produce sales, but if you don't open up the budget, letting Google know that you can pay and qualify for that, they are going to spend the budget you allotted within a few seconds, a few minutes or a few hours, which happens in a high traffic market, then the rest of the day, your ads are not going to run. Such action on the part of Google prevents you from seeing what the market has available throughout the entire day, week or month. What ends up happening is, when Google starts rotating the ads, you don't get good impression share.

In a competitive market where there is lots of money on the table, Google is going to rotate ads on that first page. If you don't have a high budget, they are not going to put you in the rotation as frequently. This is in part, because they don't want to max your budget and they are known for keeping those budgets in line.

Your budget is also a key metric. If you are not seeing the traffic you want, you might have your budget in a place that indicates to Google that you don't want more traffic which leads to you having to ramp those budgets for increased coverage and visibility.

By: Lawren Smith

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