July 11, 2009
First things first… I suggest using the new Import your Analytics Goals into Adwords.
If you are not tracking Conversions, you are really shooting in the dark, so make sure you set it up.
photo by: @dens
In a “phase I” Adwords campaign, I typically setup an Adwords Party:
Setup conversions for as many “soft conversions” as you can…
- view of key pages, ie. viewed contact us page
- deeper pages, not accessible from the main page
What do you accomplish by setting up these “soft conversions”? Again, in Phase I, we are still “sculpting” our account, so we may not have a good handle on our website business model, we are still shaping things. At this stage, its great to see which keywords engage our visitor. That is the crux of the Adwords Party. These page views show interest, or engagement, without having to commit to a sale or form submission.
You’ll have so many conversions…
- you’ll feel a sense of elation (false perhaps)
- you will be able to optimize keywords based on this engagement
When you arrive at that point, pop the cork and have another Adwords party. Life is too short.