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 businesses
Operates 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’ Strength
AdWords 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!

! 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.).

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.

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.
*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.

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

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
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.

 Single call-to-action on
the first screen
 No distracting
information
 The same idea as your
ads suggest
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

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.
It’s All About Timing

Lack of Сonversion
Analysis
AdWords mistake #6

Conversion Analysis
Determine certain customer’s actions to record as conversions
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.

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.

Key AdWords Metrics
CONVERSIONS COST / CONVERSION CONVERSION RATE

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

Traffic Quality Indicators
Bounce rate
The rate of single-
page sessions
Pages / session
The average number
of pages viewed during
a session
Avg. session duration
Total duration of all
sessions to a number of
sessions

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 B
A M
Be Relevant
Make ads, keywords and landing pages
contextually relevant to each other.
Analyze
Ongoing 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.

THANK YOU!
Prepared by
Kraftblick team
irina@kraftblick.com www.kraftblick.com

AdWords for Custom Software Development Company: When Does It Fail?

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