If you’re reading this article, you’re probably already pretty familiar with AdWords. You know that AdWords offers a highly effective form of advertising to reach prospects that have shown interest in the types of products or services you offer.
However, to reach these people effectively, you need to build your campaigns properly to make them not only eye-catching, but relevant—relevant in the messaging you’re using, and relevant to types of people you’re trying to reach. You want the right ads to show for the right keywords, with the ability to carefully control bids and to tailor messaging toward prospects. The more an ad relates to a prospect’s search, the more likely that ad is to convert.
But how do you do all that? Optimizing your ads to be supremely relevant to a prospect’s search take first optimizing your AdWords account. Let’s see how this may work in practice by reviewing some basic principles of account setup.
First, it’s important to understand the basic organizational structure of AdWords. Within an AdWords account, you can set up multiple campaigns. At the campaign level, you control a number of settings, including geographic targeting, budget, and network targeting (search vs. display). In this article, we’ll deal specifically with search campaigns.
Within each campaign, you can then create multiple ad groups. An ad group contains one or more ads which target a shared set of keywords. Any of the ads in that group are eligible to show when someone searches for any of the keywords in that group. You can set bids down to the keyword level, but can also set default bids for each ad group.
Preparing analytics reports for higher education doesn’t take a special degree. But it does require the ability to filter and focus your numbers so that they are relevant to people in a number of different roles. The president, director of admissions, and marketing team will all care about information that relates specifically to them—and they won’t care about information that, well, doesn’t relate.
For example, while the president of the school may be excited to hear traffic to the site is up 35% year over year, this won’t interest the director of admission as much. A person in this role will want to know what Admissions pages are receiving the most traffic, and whether visitors are taking the time to read the content or if they’re quickly bouncing. The marketing team may be most tuned into the results of a recent direct marketing campaign, or may want to know the results of a specific PR placement. To best show site performance, you’ll first need to understand the goals of the people reading your report so that you’re able to present the right data to them.
This customization will help your team to determine whether or not your site is making the grade. In this article, we’ll review the Google Analytics data you should present in a report for a higher education website.
You’re tired of marketing in the dark. You don’t want to market by assumption or “gut feeling.” You want to make data-driven marketing decisions. But to do that, you need to get better at deciphering Google Analytics.
As you may or may not yet know, Google Analytics is your portal to understanding what is happening on your website—from trends in traffic, to content viewed, to the specific actions taken. All of this information can be pulled from Google Analytics to help you make key business decisions. But Google Analytics can be intimidating for those unfamiliar.
Fear not – anyone (yes, anyone) can learn to use Google Analytics with just a little help and explanation, and that’s why we’re here.
The post below will show you how to use Google Analytics to better understand what is happening on your website. Ultimately, what you learn from analytics should help you to stop making assumptions about your customers and drive smarter, data-backed marketing decisions.
Sometimes, when you want a potential client or customer to take an action, you have to get in front of them more than once. Sure, that first interaction may have helped capture initial attention, but you can earn a second chance for the business by keeping your brand in front of them and enticing them with relevant offers.
That’s where remarketing comes in.
When you’re looking to expand your PPC advertising beyond search, the next step may be to launch a remarketing campaign. Remarketing lets you show ads to people who have previously visited your site, helping you to reconnect with them through display ads that show up on various sites across the Internet and help lure them back.
This technique allows you to keep your brand top of mind with people who may have gone to your site and then left to research your competitors. Savvy marketers can even take this one step further with dynamic remarketing, which allows you to include the products or services that people viewed on your website within the ads. This allows you to segment audiences based on products or services they viewed, allowing for highly targeted messaging based exactly on what individuals were researching.
Google AdWords offers a straightforward process for setting up a basic remarketing campaign. In this article, we’ll walk you through how to put the remarketing code onto your site, how to apply remarketing to your campaigns, and then how to define custom remarketing lists.