Terry Matlen of ADD Consults commented on a recent post about click fraud at Google and Yahoo.
She wanted to know what I thought about AdWords and said she was having trouble determining the traffic she’s getting from it.
Here’s my response:
I haven’t used AdWords much myself. On paper they’re great. You know exactly what you’re going to pay, you can get on page one of Google the day your site launches, you don’t need to worry about optimizing your site, (especially helpful if it’s Flash intensive,) you can drive really targeted traffic to your site, the list goes on….However, click fraud may undermine the trust that marketers have in these pay-per-click campaigns.
Also, I was just reading that the majority of searchers (70% I want to say) don’t click on sponsored ads at all. It’s important in the long run to have a strategy to appear in the organic listings as well.
I’m surprised you can’t determine how much traffic is coming from your AdWords campaign, however.
Google should be providing you with specific details on how often your ad shows, how often it’s clicked on, how much traffic they’re sending your way, and what you’re paying per click. Your own traffic reports should be telling you a similar story.
As a piece of advice, you may want to point your ads to a special landing page (NOT your home page) containing a special offer where visitors must signup to be entered. Sending a searcher to your home page may defeat or at least dilute the benefit of your AdWords campaign.
If you’d like to talk to someone about setting up and/or managing an AdWords Campaign, a lot of SEO’s specialize it in right now. I’ve had success with a friend and fellow entrepreneur: Elizabeth Harvey of Harvey Marketing Group.