adwords for custom software development company: when does it fail?

When Does It Fail?

AdWords for Custom Software

Development Company

specializes in online marketing for IT companies

About Us

Goal #1 is lead generation and cost per lead reduction

Google partner

Specializes in online marketing for IT companies and B2B businessesOperates mainly on the US and UK markets

Uses Agile to manage internal work process

Even the most experienced professionals encounter failures.

Let’s see the most common AdWords mistakes made by Custom Software Development companies.

AdWords for Custom Software Development Company

Underestimation of Competitors’

StrengthAdWords mistake

#1

In February 2016 IBM Corporation paid $813K for

Google traffic

Do you think you can outperform IBM and other

corporate giants in AdWords?

You actually can!

AdWords for Custom Software Development Company

! Do not try to win only by the budget volume.

! Pay attention to every element of your campaign.

! Apply smart tactics (relevant ads -> landing pages, specific vs. general keywords, flexible bid strategies, scripts etc.).

AdWords for Custom Software Development Company

Low Budget

AdWords mistake #2

Some IT companies set their budgets pretty low in the

industry with high bids that eventually destroy their

chances to get profitable with Google AdWords.

AdWords for Custom Software Development Company

How to Calculate AdWords Budget?

Conversion rate is 1% under realistic scenario. That means only 1 of 100 visitors will turn into the lead.

To get 10 leads, we will have to attract 1,000 visitors.

With the average $12 cost-per-click, 1K visitors will cost $12,000. Thus, cost per lead will be $1,200.

If page conversion rate is 2% (optimistic scenario), cost per lead will be $600.

AdWords for Custom Software Development Company

*Targeting the UK

Starting AdWords Budget

1. Review the average CPC for keywords (use Keyword Planner)

2. Check similar keywords that may have lower CPC and be more suitable for your business.

3. Calculate the cost of one lead.

4. Estimate the budget based on how many leads you need to attract.

AdWords for Custom Software Development Company

Too Many General Keywords

AdWords mistake #3

Specific(e.g. “software

development services”) are more expensive and not so popular. They bring high-quality traffic to the website because visitors looking for

services are easier to convert.

General(e.g. “software development”) are broad and can deliver more traffic volume. Their conversion rate is lower, but with the help of carefully selected negative keywords they can convert as well.

Keywords Types

AdWords for Custom Software Development Company

Little Attention to Landing Pages

AdWords mistake #4

! With so much investment in traffic, many forget about the second part of lead generation – conversion rate

AdWords for Custom Software Development Company

Landing pages help convert more traffic into qualified leads

It’s not the best idea to expect visitors to

become talk initiators. They may not be ready for communication yet, but you are the one to

motivate them.

AdWords for Custom Software Development Company

Single call-to-action on the first screen

No distracting information

The same idea as your ads suggest

AdWords for Custom Software Development Company

Efficient Landing Pages have:

Craving for Quick Results

AdWords mistake #5

Take Some Time

Every AdWords campaign is exclusive

There are no two identical businesses as well as advertising campaigns => each campaign must be managed differently

Don’t be too worried if your campaign is not picking up on the first day

AdWords for Custom Software Development Company

Custom software development company starts getting leads during the first weeks after AdWords campaign launch.

Adjusting the stable process may take around 1 – 3 months.

AdWords for Custom Software Development Company

It’s All About Timing

Lack of Сonversion

AnalysisAdWords mistake

#6

Conversion Analysis

Determine certain customer’s actions to record as conversions

AdWords for Custom Software Development Company

Conversions can be:

• Form submissions• Newsletter subscriptions• Account registrations

Slow Response to Submitted Forms

(>24h)AdWords mistake

#7

If you are not responding to your web requests in time, leads will probably go to your competitor.

When you add a form to your website, you give visitors the opportunity to contact your company directly. Do not leave them waiting for response if they need your help.

AdWords for Custom Software Development Company

Avoid Results Tracking

AdWords mistake #8

Measure performance by monitoring the stats provided by Google AdWords.

Metrics should be monitored against your campaign goals to help determine what you ultimately need to optimize.

AdWords for Custom Software Development Company

Key AdWords Metrics

CONVERSIONS COST / CONVERSION CONVERSION RATE

AdWords for Custom Software Development Company

Detailed Analysis of the Campaign

The amount you pay for each click on

your ads

Cost per click (CPC)

Rate of users who clicked on the ad to the total

number of ad impressions

Click through Rate (CTR)

Rating of keywords quality and relevance

Quality Score (QS)

Impressions you’ve received to the estimated

number of impressions you were eligible to

receive

Search Impression Share

AdWords for Custom Software Development Company

Traffic Quality Indicators

Bounce rateThe rate of single-page

sessions

Pages / sessionThe average

number of pages viewed during a

session

Avg. session durationTotal duration of all sessions to a number of

sessions

AdWords for Custom Software Development Company

Custom software development company should check metrics with the following frequency:

key business metrics – once a week detailed metrics – twice a week

traffic quality indicators – twice a week

How to Avoid AdWords Failures?

The Key Points

R BA M

Be RelevantMake ads, keywords and landing

pages contextually relevant to each other.

AnalyzeOngoing monitoring and analysis of

the campaign let you determine which areas you need to optimize.

Allocate Enough Budget

Significant budget will bring enough traffic to analyze and

optimize your AdWords campaigns.Take Multiple Actions

Custom software development industry requires multiple

promoting actions to achieve the best results.

AdWords for Custom Software Development Company

THANK YOU!Prepared by

Kraftblick team

irina@kraftblick.com

www.kraftblick.com