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Like most online marketers, I like to get the best out the the money I spend on Google Adwords.

Probably one of our biggest frustrations was not knowing much about the effectiveness of our Google Adwords. You see, even today, Google Adwords provides reports that tell you how many clicks and impressions the Adwords generated, and they will even tell you the costs of these clicked Adwords. Yet, what we wanted was to go one level deeper and ask, “ who are the people clicking on our adwords, and are they the type of companies we want to attract”?

For example, if we generated 100 clicks, what does that tell me about whether the Adword was successful other than those who became “conversions” and went on to fill in a registration form? What I really wanted to know was the names of those clicking on the Adwords – were they coming from companies in a vertical market we target, or possibly students who were just surfing the web?

Let’s take a typical report generated by Google Adwords and see what information it provides. View Google Adwords Report

In this example, we can see a Campaign Report displaying the clicks, impressions and cost. One Adword in particular is costing me much more than the others. So the question is, “is it worth it”? Should I try to get more of these clicks, or not?

Well, if we look at this next WebWHO Report which reveals who is clicking on the adwords, I feel I am better informed to answer that question. For example, I can see in the ORGANIZATION column the names of the organizations visiting my site via the Google Adwords.  The PROFILE TYPE column tells me if they are a target company for our business, or a general business visitor, or an ISP (internet service provider).

From this I can make some useful decisions to get the best results from my Google Adwords. For example, I analysed who visited during the weekends and saw none of them to be from businesses. For this reason, I now stopped the Google Adwords during the weekends, saving me quite some money.

Today, we have many customers using WebWHO reports in this way, and they, like ourselves, feel like it makes a notable difference in making informed decisions about what to do with our Google Adwords. Contact us at support@webleadsb2b.com if you would like to know anymore about how you too could receive similar reports.

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This entry was posted on Tuesday, May 31st, 2011at 5:48 pm and is filed under Identifying Web Visitors, Web Analytics. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.