Keep Yourself in User's shoes

To analyze the performance of any campaign you need to think yourself as a user, keep yourself in the user's shoes and analyze the following,

Ø What user is looking for (keyword) – The no of impressions that your keyword received.

Ø What you are offering the user (ad copy) – In this aspect, the metric “CTR” will help you out to check the performance.

Ø Does the user find what he is looking for (landing page) – To analyze this aspect, you need to consider bounce rate.

Ø Are you able to satisfy user needs (conversion)

For the tasks to do,

Ø For a) - you need to re-look at the list of keywords, if your campaign is receiving less number of impressions, as well the maximum bid you are paying to the search engine.

Ø For b) – If your keyword has got good number of impressions, but if the CTR is low, then you need to check updating the ad copies, as they are not attracting users.

Ø For c) – If the bounce rate is higher, then you are not landing the users on the appropriate landing page. Try different landing pages to know, which works better.

Ø For d) - Majority percentage of the Internet users, do comparison while shopping. Comparison in terms of price, quality, brand name of the store, offers, shipping etc., you need to consider all of the above, if a user didn’t convert at your website.

Hope it helps!!!!!

Happy Advertising :-)

Thanks,

Arun