AdWords QuickScan voor Zoofy

Onlangs heb ik een leuk verzoek ontvangen: of ik een blik wilde werpen op het AdWords account van Zoofy: een boekingswebsite voor klusjesmannen. Meder-oprichter Yannick ken ik nog van mijn tijd bij Searchresult.

 

Samenvatting van deze post: experimenteer met verschillende taalinstellingen en schakel voor campagnes gericht op Nederland ook altijd Engels als taal in.

 

AdWords Quickscan

Het laten doen van een second opinion kan enorm waardevol zijn; ook al komt er niets uit. De bevestiging dat je goed op weg bent is goud waard. Het Zoofy account stak goed in elkaar, maar het viel me op dat de taal van de campagnes alleen op NL was ingesteld. Hygiëne is een paradepaardje van me, dus ik suggereerde om ook met andere talen te experimenten. Een paar dagen later kreeg ik een berichtje van Yannick:

Vandaag 50% meer conversies uit adwords in vergelijking tot de vorige beste dag ooit 🙂

Heb nu ook 2 kopietjes van campagnes gemaakt met alle talen behalve engels en nederlands. Komen ook best wat impressies op binnen (én conversies!)

Wellicht een voor de hand liggende suggestie, maar met een zeer beperkte tijdsinvestering is dit wat we noemen “low hanging fruit”.

Language settings

Google stelt a.d.h.v. een aantal factoren vast in welke taal de gebruiker advertenties krijgt te zien (lees meer hierover op deze AdWords support pagina). Ik kan me voorstellen dat onder de doelgroep van Zoofy ook “zakelijk” ingestoken mensen vallen; mensen die veel Google.com gebruiken. En zeg eens eerlijk: als je echt iets wil weten, dan zoek je in het Engels (omdat het aantal resultaten gewoon veel groter is). Daarom adviseer ik altijd zowel Nederlands als Engels in te stellen als talen. Daarnaast worden in een multiculturele samenleving andere talen ook belangrijker. Experimenteer eens met Pools bijvoorbeeld!

In welk land word ik vertoond?

Het is heel eenvoudig te controleren of de impressies die je wint met het instellen van extra talen ook tot relevant verkeer (en conversies) leiden. In een van de meest onbekende – en wellicht ook onderschatte – rapporten binnen Google AdWords vind je dit terug; het User Locations report. Dit rapport laat zien waar een gebruiker zich fysiek bevindt tijdens het doen van de zoekopdracht. Combineer de data van dit rapport in een draaitabel en je hebt snel een idee van de prestaties. Overigens valt het effect van de talenselectie nauw samen met de opties die je geselecteerd hebt bij de “Location options (advanced)” in de campaign settings.

Resultaat

Bij Zoofy heeft het testen met language settings een mooi resultaat opgeleverd. Echter, voor het ene account werkt, is niet per se effectief in een ander account. Test daarom altijd wat voor jouw account de meest effectieve “mix” is.

Zoofy

Weten wat Zoofy voor jou kan betekenen? Bekijk de (briljante) commercial of boek snel en eenvoudig een vakman!

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