Through the majority of my career the biggest obstacle I have ever encountered is that, to the Client,
Corporate Guy with Smartphone
Google AdWords is perceived as something like this,
Waddafugg?
Google AdWords has been recognized as beneficial, which is why we marketing teams are allocating portions of their dollar to it, but so often, the metrics mean nothing to them.
And that’s the problem.
They see Click-Through-Rate, Cost-Per-Click and Average Position as nothing more than numbers that need to go up or down.
Now let me explain why these values are just as important as lead generation or ROI,
I will do my best to explain this in laymen terms,
The header image of my site (If you haven’t noticed) is,
Google’s Ad Rank Algorhythm
This is the Google Ad Rank Algorhythm, the most important, but most overlooked aspect of Google AdWords Management.
Here’s what it means to the Client:
- Improving Quality Score (CTR Mainly) means you get a better position in the auction
- It also means that you can bid less to retain a given position
What does this mean to a Client who is using Google AdWords for non-ROI purposes?
More Clicks For Their Money
Better Ad Position at Cheaper Click Costs
CTR, CPC, Average Position
These metrics can be just as important as a Cost-Per-Acquisition model, and one needn’t over-complicate the pitch to Client.
They will understand. More is More.
Don’t let the Client be one of them
It took me an hour to understand the basics of AdWords, lets not assume client stupidity, draft those docs,
Do the right thing.
Oh, and buy this album. Its awesome!
Daft Punk – Random Access Memories
