Skip to content

This week we learned about ROI, Return on Investment. This is important to know. It is very essential to know if what you are doing to market your web business is helping your bottom line. The formula for ROI is (Revenue – Cost of goods sold)/Cost of goods sold.

To be able to track how much of the cost of goods you can attribute to what you are spending on Google Ads you can use Google Analytics. Google Analytics is a tracking code you can embed into your website’s code. This tracks if customers are getting to your site by clicking on your Google Ad. It also tracks if that customer then buys something from your site. In other words, if that customer becomes a conversion (a paying customer).

We also took another look at the performance of our ads, now that our ads are live. I have a few keywords I am going to remove from my keywords list. I feel like negative keywords may help me keep from paying for unprofitable clicks. But I am not sure what the best negative words would be for my situation. Does Google have a negative keyword suggestion area? I will have to look.

We learned how to track whether our Google ads are effective by using Google Quality Scores. These scores are generated by google to help a Google ads user know how successful their ads and chosen keywords are on a scale of 1 – 10. Google gives this advice on how to keep your score high:

“· Look through your high-value keywords and use Quality Score to identify the ones that are lagging behind.”

“· Use low Quality Scores to find components (or trends across components) that are doing worse than in other places in your account and set priorities for improvement.”

“· Remember that even if your score is 8, 9 or 10, you may still be able to improve your results. A Quality Score of 10 won’t go up if you improve an already above average click-through rate, but your performance and results can still get better.”

Another tool we are learning how to use is Google Analytics. This tool helps a company track what customers are doing on the company’s website. This is an invaluable tool to help a company understand its customers and improve their experience on the company’s website. Unfortunately, it was also a bit difficult for me to understand exactly where to paste the tracking code into my site. The spot to add code to the site wasn’t as straight forward as the instructions made it sound.

This week we continued working on our Google ads. Marketing is not a skill I have developed, so even though this assignment sounds straight forward it felt like a giant struggle. I did spend a bit of time looking at other artists google ads, so my ad did not look exactly like other ads. This was the first ad I came up with:

Commission A Painting    Custom Artwork


Have a portrait painted of a loved one. Have a drawing of your pet. Have a photo of a special moment made into a one of a kind painting or drawing. Contact the artist today.

It made me realize I need to do some work on my website, and I also need to rethink some of my google ad words. This reflection is good. Hopefully it will help me produce a better website and marketing campaign. And in the end the website owner will be able to sell more paintings, drawings, and books.

A few of this week’s helpful articles and links were:

This week we started working on Google ads and picking keywords. It is important to pick words carefully. The words cannot be too general, so you do not waist money pushing ads to customers who are not actually looking for your products. Another way to not send less money on the wrong customers is to use negative words. These are words which rule out some searches.  Another suggestion was to use three to ten words in the keyword phrase to help narrow the search parameters. Unfortunately, I have struggled with making phrases and narrowing parameters.  

On one of the discussion boards this week one of the students made an interesting suggestion about using keywords. --He said, “a good keyword also can inform potential customers of a product they weren't aware of. For example, I am selling medical ID decals that people can put on windows, cars, or objects. Now, that isn't a very common thing, but medical ID bracelets are. So, I am using medical ID bracelets as a keyword so that when people are looking for bracelets, they will see my ad and learn about decals and stickers that they might not have known about before.”--