When we heard A Current Affair were going to air the piece on us 2 weeks ago we decided we should follow that advice and we created a specific A Current Affair Google AdWords campaign. We chose keywords like:
- A Current Affair
- A Current Affair shoes
- ACA shoes
- ACA design your own shoes
In the 4 days after the piece went live on A Current Affair we received 451 clicks on those keywords at $0.07 per click, a cost of $33.28. Not bad. In our rush to get everything ready for the piece going to air we didn't consider how many people would have watched the story and missed our brand, so searched for things like 'design your own shoes' which are in our normal AdWords campaigns. We generally rank 3rd or 4th organically on 'design your own shoes' in Australia, so it's particularly important for us to advertise on that and related terms for when people have heard of our concept but forgotten our brand name. Unfortunately I hadn't increased the daily budget on our Australian AdWords campaign. With our low conversion rate we only bid around $0.10 or $0.15 per click and generally only spend about $12 or $13 per day on our Australian targeted AdWords campaign (which we get about 120-130 clicks for) and we have a daily budget of $30. When I logged into AdWords 2 days after the ACA piece we'd spent $36 on both the Wednesday and Thursday, we'd been hitting our daily budget and our ads weren't showing = big lost opportunity! (If you haven't been hitting your daily budget every day AdWords allows you to spend up to 20% more than your daily budget on days when you have reached your daily budget to make up for the lower days).
I immediately increased the daily budget to $100 and we spent nearly $50 on the Thursday for 500 clicks. If we hadn't been maxed out for part of the day we could well have received a lot more visitors. On the Friday and Saturday spend tapered off to $28 and $17 respectively.
While Google AdWords only makes up about 10% of our sales and a relatively small portion of our sales and marketing (at the moment), we average a spend of about $30 per day across all our campaigns, this was a great lesson in ensuring you have AdWords campaigns running to tie in with your offline activity, and that you have sufficient daily budget to make the most of people searching for you!
We've got big plans for AdWords in our business. At the moment we're building specific landing pages for things like 'wedding shoes' and 'bridesmaid shoes', so once those are live we'll start ramping up our spend on those keywords, as the landing pages should help increase our conversion rates compared with what we're getting just pointing people to our home page.