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adwords, your best market research
2 min read

adwords, your best market research

 

In the previous article, we talked about the actions to implement in order to maximize your return on investment with Adwords.

Today, I suggest you discover another benefit of using Google’s advertising services: becoming better at marketing.téléchargement

How? By allowing you to continuously analyze the reactions of hundreds of people. Using Adwords is like conducting continuous market research, without the usual distortions associated with field surveys.

Here are a few examples of how to use Adwords indicators to better understand your customers’ expectations.

Finding no. 1: low number of impressions / average position ok

Three possibilities:

  • Your keywords are poorly chosen: you do not really know how your customers search for products and services like the ones you offer.
  • Your customers do not go online to find this type of product or service: are they from a generation that does not have this habit?
  • You operate in a niche market, and the size of this market is rather modest.
If your average position is also poor, the cause is more likely to be found in your budget (cost-per-click bid too low compared with the competition).

Finding no. 2: low CTR (click-through rate)

Your ads probably do not encourage users to click on them.
Several possible causes:

  • The words you used are not very relevant
  • The main benefit you highlight is not of interest to users
  • There is no match between users’ expectations and your offer: perhaps a targeting problem (keywords, audience, geographic targeting)?

Finding no. 3: low final conversion rate (sales / action on the site):

  • The value proposition of your landing page is not convincing: do you know how to present your offer?
  • Your landing page is not consistent with your ad: you are attracting the wrong people to the wrong place.
  • The path to your contact form or the add-to-cart button is not direct enough (a pure usability problem, unrelated to marketing)

Finding no. 4: the cost per click is exorbitant (in automatic mode):

You have strong competition. If your budget does not allow you to compete, you will have to adopt an alternative strategy.

Launching a new product

Finally, if you are launching a new product, do not hesitate: create a special campaign with a limited budget to test the waters. If no one is interested, it will cost you nothing, and you will have indications to improve yourself. Otherwise: success awaits you.

Any other ideas?

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