Growing a company’s revenue with a good ROI is basically the goal for every marketing venture. The method and strategies vary from case to case, but mostly they all boil down to an effort to increase profits. It’s important that as digital advertisers, we align ourselves with that end goal in our own efforts.
As most of my work in pay-per-click advertising is with direct-response campaigns, it’s normally pretty easy to measure costs versus profits.
What’s not pretty easy, however, is the never-ending struggle to be consistently improving results by growing revenue while keeping ROI at or above goals. This is especially true after managing an account for a long period of time.
However, there are many ways to get creative and improve results with the amount of data and optimizations available to us. Today, I’m going to share three of these ways I’ve developed to keep revenue growth up and to the right while at least keeping ROI steady.
Strategic Position Targeting
It’s easy to think that targeting higher ad positions will lead to higher revenue, as it will likely increase exposure. However, this is not always the case, and certainly runs a risk of tanking ROI since conversion rates can plummet with higher ad positions.
Performance will vary according to a wide range of factors like what type of user your ads are targeting. For instance, some types of users will click the first ad without even reading it.
The best way to know what ad positions your bids should be targeting is by analyzing your results.
I pulled a keyword report for the last 30 days, making sure to include revenue data. Hopefully if you’re running an e-commerce account, this is imported into AdWords, but available through other reporting systems otherwise.
In the case of the latter, you can match up the impression and average position …read more