The Adwords Feedback Loop
Adwords can not only snag customers for your business, but it can also help you rethink your marketing. I recently reviewed click-through rates (CTRs) with a client selling presentation and writing training at Twain Associates. After sorting this month’s results by CTRs, I pointed to “venture capital presentations” and “persuasive writing.” Good keywords for you, I said. What are you doing with those words on your website?
Turns out, he was sending clients who clicked on “persuasive writing” to a web page with a book that contained chapters on the subject. But the page itself had with no mention of “persuasive writing.” Similarly, clicks on “venture capital presentations” went to page called “funding,” a keyword with no clicks in the last couple months.
This business owner hurried back to his web developer. In the first case, he rewrote the landing page to add promotional text on persuasive writing and a PDF with excerpts on the subject. With the second, he changed the name of his link and landing page from “funding” to “venture capital presentations” to speak the customer’s language.
The selling moral of this story is that, through Adwords clicks, your customers are talking to you. If you listen to what Adwords is telling you and modify your website accordingly, you’ll sell more.