technology & equipment
means capturing a prospect ’ s contact information - through a white paper download , a seminar registration , a newsletter signup , or the ‘ Contact Us ’ form . Then assign a dollar value : is this type of conversion worth $ 50 or $ 500 ?
Google Adwords uses these values in its automated conversion tracking . This shows you which ads , keywords and campaigns are the most profitable . You want meaningful trends , so let the campaign run for a couple of weeks before you start scaling up profitable keywords and getting rid of the ones that don ’ t bring you good leads .
Bonus : Google Adwords automates split-testing of different ads and landing pages , so after a while , Adwords will only run your most successful version .
For extra insights , segment your ad campaign to make trends stand out more clearly . For example , you may to segment by different geographical regions : by each city , by each state , or by each state excluding metropolitan areas .
44 S eptember 2014