Analyzing Adwords Geographic Performance Reports

I was checking our Visitor stats in Analytics when I noticed that over the last 30 days, Mexico was nr. 2 in my top countries list, accounting for 8% of my visitors.

Mexico? We hardly ever sell to Mexico.

A quick peek at the Ecommerce tab confirmed that: In the same period only 0.37% of my sales came from Mexico. This wouldn’t be much of a problem if all that traffic was organic and thus free. But what if I am paying for those visitors with Adwords?

Sadly, information like that is not readily available from your Adwords interface. You will have to run a Geographic Performance report to get to the data. And even then, it takes some work to turn the data into actionable information.

But, it’s definitely worth doing. For instance, I found that for the past five months, a considerable part of my Adwords spend had been going to Mexico and a couple of other countries (Greece, Spain) that were not resulting in enough sales.

So I highly recommend that you spend some time to analyze your own Geographics Performance report. To help you do it, I have created a step-by-step tutorial on creating and analyzing this important report type. Here we go… Continue reading

Features vs Benefits in the software world

You’ve probably heard this age-old piece of marketing wisdom before:

“Sell benefits, not features”

In general, this is good advice. But in the software world, it is not always the best approach. In some situations, pushing your features will sell better. I encountered a situation like that a while ago.

It all depends on your product, your target audience and your sources of website traffic.
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New website design, take two

Last week, I told you about the A/B split test I started, comparing my old website design vs a radical new design. I was planning to let it run for 2 weeks, unless the results after 1 week would be dramatic. Well, they are:

These are the results after 7 days (A is the old design, B is the new design):

  • Downloads: About the same
  • Sign ups: 20 percent more for design B
  • Sales: 19 percent less for design B
  • Profits: 10 percent less for design B
  • Average First Purchase Value: 10 percent higher for B

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Negative Keywords for software ads

Are you using negative keywords in your Google ads? You probably are. But are you taking full advantage of this powerful way to cut costs and increase click through rates? I know I sure wasn’t. Of course I was using some obvious negative keywords like: free, freeware, crack and serial. But that was all.

Lately I have been investigating the use of negative keywords (again after listening to Perry‘s interview with two dudes from Currently, I have hundreds of negative keywords in each campaign. How I found them is another story, maybe I will write about that later.

Today I just want to give you a list of negative keywords specific to selling software. Simply add them to all your Adwords campaigns (and Yahoo Ads for that matter) and immediately save money and increase click through rates.
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