But will it work? Well, returning to a policy that has already been perceived not to work doesn’t exactly make your brand look strong. On the other hand, Ask has been losing market share steadily for years now, perhaps it makes sense to return to a policy that saw them performing better. 

Also, the portly butler is simply a better branding-wise than the previous campaign, which explicitly tried to mark them out as ‘not Google.’ When you base your whole advertising campaign around a competitor, you clearly mark yourself out as second banana which, even if you are, as is the case with Ask, is a fact you don’t exactly want to broadcast.

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2. Always include your brand name in the listing, preferably in the title. This lends the offer legitimacy and will increase your relevancy score so you’ll be found more easily. For the same reason, you should also try and include one or two of your keywords in the title.

3. Post several different coupons online, changing the title, keywords, specifics of the offers, this will obviously increase the likelihood of people finding your offers.

4. You should also expect to do some of the legwork, use your site, blog etc., to promote the offer. This allows current users the opportunity to forward the link to people they know.

5. Oh, this should go without saying really, but do monitor your coupon campaign, just like you would any other. Bring in new offers regularly and analyse the effectiveness of each one using whatever metric you can, and please, please delete expired coupons, nothing annoys people quicker than being sold a deal that doesn’t exist.

Do all that and you should be well on your way to exploiting the thrift revolution. Good luck.

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Keyword Popularity
Impressions show you the number of times your advert has been displayed.
Clicks show you the amount of clicks the advert has received (and you paid for)
Click Through Rate(CTR) is the percentage of times a searcher clicked on your advert.
By looking at these, you can get a good idea of how often people search for a particular keyword, and when being supplied with your advert, how likely they are to click it.
If you want higher click through rate, you should consider bidding for a higher position or possibly rewriting your advert so this it is as relevant to the search as possible.

Keywords that make money
First click in the revenue column to bring the highest revenue keywords to the top.
These keywords may or may not be your highest ROI keywords.
If the ROI shows you are loosing or not making money, you might want to try lowering you bid price. (this will lower your cost per click and increase your ROI)

Analytics Feedback
Keeping an eye on AdWords reports will let you see how effectively your AdWords campaigns run.
Making these small changes to your account (keywords, bid price, and advert text) and tracking how these changes work for you, you will be able to optimise your AdWords campaigns for maximum ROI.

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5.Marketing: Promotion, Publicity, Socialization. You need to encourage links, this is the cornerstone of a strong PageRank. Keep the content fresh and, above all, good, then get involved in the world of social networking and the blogsphere. You can’t control whether or not someone links to you as a result of seeing your site but the more people who see your site, the better your odds, so BE ACTIVE, participate in the online community. If you’ve done the rest right, you’ll get links.

6.Make sure 1-5 are actually happening: Keep your team on message, make sure everyone knows their job and is up for it. You also need to be confident that the people you’ve got working on the project are nimble enough and equipped to adapt the plan in response to changes in the landscape, this is the internet after all.

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1.Define your Goals: You need to know what you want. This might sound obvious, but you wouldn’t believe the number of people who just want to be vaguely better. Better how? We ask. This is key to defining the scope of the project, are we going for a broad or a narrow strategy here? Where do we need to be in a month, six months, a year? If you don’t have a destination, how do you know when you’re there?

2.Research: Once we know where we’re going, it’s details time. We need to spend time properly researching keywords, weighing up the strength of a keyword against the competition for it and deciding what our budget allows us to go for. Can we barge the competition out of the way and nab the brass ring, or do we need to get a little more creative with our strategy? Are there any keywords that the others have missed?

3.Content: It is King after all. If there’s already a lot of content on the site this phase is about reorganisation; sharpening, focussing, expanding. Is the information arranged in the easiest possible way for the viewer? Does the content address every possible query a viewer may have? Would multimedia content be appropriate, or would it be a case of lilly-gilding.

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Keywords that lose money.

To identifying the keywords that will lose you money, first click on the ROI Column header to bring the lowest ROI keywords to the top of the table.
Are there any 100% ROI keywords? These are the keywords that lost you all your money!Before making any changes to the keyword in your AdWords, you need to make sure have enough data on these. (A lot of the time the keywords that have -100% ROI have only received a few clicks)
If you have only spent a few pence on the keyword you might want to wait to see if pays off.
However, if you have received lots of clicks, and spent a significant amount of money you can increase your overall ROI by deleting it.
If you have a 0% ROI this means you earned in revenue the same amount you spent
If you have a 100% ROI this means you doubled your investment. (E.g. If you spent £10 and made £20)
You can get 500% to 100% ROI, this means that your revenue is much higher than your cost.

Make sure you have enough data

Checking your AdWords reports and making changes daily will not give you an accurate representation of how your account is running. You need to sit back and get more data to get a real perspective before making decisions.
Considering return customers: Think about customers that find you via your AdWords and return at a later date to make a purchase. (You’ll miss repeat conversions if you sent your date range too short.)
It is very important to make sure you set the date range no lower than your sales cycle!
I advise testing out different date ranges to see how this affects your ROI. Test your most recent days/weeks/months and look a whole year’s data. This will give you much more informative information about your AdWords and what you need to change.

Next week i will conclude on ‘Getting the best ROI from Adwords’

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There are many reports to be looked at in Google Analytics some being more important than others.
One report in particular, can show you the ROI for each keyword your bidding on, letting you keep the ones that work and dropping those that don’t.

Step 1:
Linking your AdWords account to your Analytics account.
After you have linked you Adwords to your Analytics, you can then see you spends for each keyword. (as well as other costs) in the reports generated.
Now your accounts are linked together, you can view keyword spending with how your visitors navigate your  site.

Step 2:
Goals:
If you have an e-commerce site, your return will be from sales, however if your selling a product, than what are your goal values going to be?
In this case, you should put an intelligent value down. So for example, if you know that every 100 enquiries results in a £300 sale, than you could put a goal value of £3 for the enquiry form being filled in.

Step 3:
Analyzing Your AdWords:
Under the traffic sources section you will see AdWords Campaign reports, this is how you track your ROI on keywords.
Clicking on the Campaign will open up a view of your AdGroups, and clicking on AdGroup will open up the keywords.
Now you can click the clicks tab to have a look at the ROI data.
Tip: If there is no cost data, make sure you have linked your AdWords correctly, and enabled the auto tagging.
Tip: If revenue is nothing, make sure that Goals have a value, also check that you have enabled your shopping cart reports.

Check back next week when I shall continue this article.

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Next, any web site should have relevant content not only in the title and description, but also in the main content on the page.  Search engines will crawl through a site to rank it.  If your site is found to be the most important for what the consumer searches for you get a better ranking; thus you have better search engine marketing.

Moreover when creating search engine marketing the search engines has some traps you can fall into.  You need to know how the engines work in order to get around these issues.  Penalties exist in having the wrong links to increase your presence in the search engine.  You can also get degrade for language or miss spellings.

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