You’ve probably heard the expression “measure twice, cut once”. The point of course, is that it makes sense to double-check your measurement before committing to the cut. So why wouldn’t this same common sense approach apply to advertising?
If you’re making an investment in advertising, it only makes sense to measure the results of those efforts.
In a previous blog, we touched on Google AdWords, a simple online advertising strategy customized by you, controlled by you, and measured by you. So let’s look at the measurement aspect.
Measuring conversions is key. Conversions are essentially getting the user to do what you want them to do, whether it’s clicking on a call-to-action link, filling out a form, making a purchase, or any other action you desire. Measuring conversions using AdWords Conversion Tracking or imported Analytics Ecommerce transactions is the best way to optimize your bids, ads, and website. But if you aren’t yet measuring conversions, Smart Goals is a simple way to make the most of your AdWords performance. You can identify the best-quality visits to your site, then optimize for those visits.
Smart Goals examines signals about your website to determine which are most likely to result in a conversion. These signals could include session duration, pages per session, location, device, and browser. Each visit is assigned a score, and the “best” visits are translated into Smart Goals.
Once you’ve enabled Smart Goals, you can import them into AdWords, and then optimize your performance by letting them run for a few weeks to accumulate measurable data to help analyze your performance. It’s a smart, simple way to measure results to ensure you’re getting the most out of your advertising efforts.
At Brickworks, we believe in the importance of measurement. Why? Because we enjoy showing you the results of our efforts. It gives us a reason to celebrate, and that’s a great way to cap off any campaign.