Search Engine Optimization News Blog

Google is trying to help its advertisers so that they can increase their ROI. Google has added a small plug-in to its set of tools that can be used by the advertisers to track their ad performance and search ad campaigns. This plug-in is supposed to show the advertisers where the click came from, where the click originated geographically.
Google has added a new level of detail to the tools advertisers can use to track the performance of their search-ad campaigns, showing them the geographic region of the users who clicked on the ads. It is surprising that this tool is has not been made available to the advertisers earlier. However, Google’s rationale behind not providing this feature earlier would be that the advertisers anyway have to select the location where they would like their ads to be displayed.
As the advertisers are paying Google for each click it is only reasonable to expect to know where these clicks came from. This will help the advertisers to better targeting those geographic locations where the ads performed well. This will help the advertisers to maximize their ROI. According to Trevor Claiborne, “By specifically targeting those locations where your ads perform best you can maximize your campaign’s performance.”

The success of failure of online advertisement depends on attention to details. By paying attention to details advertisers can more precisely address the failure of their campaign. It is not clicks that are important to the advertisers but the conversions so by giving the advertisers with this new feature Google certainly enables them to see where and when the conversion rates are high so that they can mimic the same strategies with the future campaigns. Google has also fine tuned its performance monitoring tools which will help the advertisers to differentiate between ads viewed through search results and ads that are viewed through browsing content.
This will help the users to seal the loop holes in their campaigns. If an ad has a large impression rate and low click through rate then you know where the fault is, the optimization should concentrate on the ad content where as large click through rate and poor conversion rate would indicate better sales strategies to be implemented in your site.
Google says that click through rates and conversions are not directly proportional and they cannot be compared between content and search networks. A casual visitor who comes across the ads while browsing through the content responds differently from a user who finds the ads in the search results. The click through rate is higher for search results than in content network and similarly the conversion rate too would be higher in clicks coming through search results. Google uses different pricing structures so safeguard the interests of the advertisers and their interests on ROI.

All these indicate that you need to pay attention to details while reviewing your campaign report to see better correlation so that you can devise better strategies. Google’s geographic indicator and the tool to differentiate between content network clicks and search results clicks advertisers can fine tune their online advertising strategies.