The first thing to do was to go analyse the campaigns that were running and compare them to each other. This allows us to discover the best performing campaigns and understand what is going on. In this case there were ten different campaigns running, with two or three performing much better than the others.
Once we understood the best performing campaigns we can start with the optimising of the underperforming campaigns. This means making sure the keywords are correct, the adverts are well written and go to the correct web page. Finally that the landing page is optimised to convert visitors into customers.
Once all this is done, if the campaigns are still not as good at converting the same amount of visitors as the better perfomring campaigns we re-adjust budgets. Cutting down the budget on the lower performing campaigns and increasing it on the better performing campaigns basically means more conversions or leads for the same overall budget!
The amount of data available in the Adwords campaigns also allows us to improve the SEO of the website. Running Google Ads provides lots ofinformation relatively quickly. The keyword reports allows us to see the words that people are using to generate the adverts and these can be included in blog posts, pages and case studies to help the website appear in Google searches organically.