Optimising my Google Ad Words campaign

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Experience Level: Expert
The campaign consists of 2 different test pages attached to 2 different sets of Google Ads (group1: geo specific group and group 2: call to action specific group)
The goals of the campaign through the test pages are to:
1) Create an environment that compels visitors to complete the registration form (at the moment we have 60% abandonment on the registration pages)
2) Create an environment and/or devise a mechanism to capture the contact information of those who do not register. The information will then be relayed to our sales team to try offline to continue the "selling" process and get them to complete their registration.
3) Devise a mechanism to capture the reasons people come to our site (what information are they looking for? what do they want to do? what services do they want? what products do they want?)
4) Create an atmosphere of trust and reassurance in the landing pages to convey that is it safe for them to trust us with their money
5) Ward off the "travel money" "holiday money" "tourist exhange rates" traffic - we definitely don't want those
6) Generate more leads (more registrations completed + more data capture for our sales people to follow-up on and "close" offline)

The campaign is now on line and needs to be optimised asap - In 2 weeks time, in my report to project board I want to report on the effectiveness of the campaign and therefore will you need to provide data (from analytics) for:
1) entrance points, visiting pages and exit pages
2) trace the path of visitors by search term
3) pinpoint abandonment pages and try, identify a pattern of behaviour and understand the reasons that drive the attrition rate (is it within our control? is it outside of our control?)
4) bounce rate (I need to really establish if the bounce rate correlates to loss of business for us or is it (in the case of Axia) that the exaggerated bounce rate means that they call us directly so it is actually a sign that our audience chooses to engage us using more direct channels)
5) Avg time spent per page (I need to be able to explain the little time spent on the site - so far i am explaining it by assuming that the information they need (i.e the exchange rate for a particular currency) is a time sensitive piece of information - so they search on line for an FX providers, find us in the results, go on the site only to get our number and call us because they get the information quicker than if they waited for an email response from us after having filled out a form online - so they don't browse or spend the same amount of time on the site as they would on amazon or ebay) (If we can devise a mechanism that proves this pattern of behaviour and quantify the number of visitors who do that that'll be fantastic)
6) Benchmark campaign results against Google campaign goals - We need to set goals for conversion and goals for data capture (in the context of our campaign: one conversion is one registration submitted

Deliverables for this assignment are:

1) Competitors and new keywords research
2) Compilation of new keywords (and negative keywords) lists based on research in point 1 above
3) New AdWord groups creation based on above keywords (and negative keywords)
4) New Google Ads creative
5) New Google Ads' landing pages creative (A/B testing) - totally brand new look and feel
6) Google Ads goal setting (number of registrations completed and number of contact details captured)
7) AdWords campaign set-up and activation
8) AdWords campaign progress reports (weekly) and final reporting (in 6 weeks) (incl analysis on impact on website's visits (benchmarked against competitors), bounce rate, data capture (number of contact details received), registrations completed, keywords performance (benchmarked against competitors), visitors behaviour patterns (entrance, page visited, exits), abandonment point, obstacles, and Google Ads actuals Vs goals )

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