Google Adwords is the most used digital advertising platform and if used properly it can result in wonder for you. But without proper tracking of adwords metrics it can cost you more than your expectation.
As Google also recommends to create only themed campaign and Ad group. This will not only give you good results out of your campaign but also easy to manage, fetch reports etc.
We all talk about ad optimization but many times we limit ourselves to the limited set of adwords metrics such as clicks, CTR & CPC. Adwords optimization is beyond these three terminologies. In this article, we will see which all metrics one should track to get most out of the AdWords campaign. In this article, I will only cover search & display ad. I will cover rest of the campaign type in some other article.
Adwords Metrics for Search Ad:
Quality Score: Quality score is associated with your keyword. Google Adwords measure keyword quality score out of 10 where higher is better. Quality score majorly depends on the relevancy of targeted keyword, Ad copy & landing page relevancy.
Click Through Rate (CTR): CTR denotes relevancy of pitch used in Ad copy. You are able to deliver the message through your ad copy and it encourages the user to click on the ad. Keep adding new ad copy in your company to complete with your best ad copy and eventually, you will find the winner.
Cost / Conversion: Cost per conversion is nothing but how much you spend to convert one user. Here conversion means whatever you have defined in Adwords (Will cover conversion in detail in a separate article). The formula of cost per conversion is total spent / no. of conversion. Any increase in cost/conversion should address immediately.
Conversion Rate: Conversion rate shows you how many users are converting after clicking on your ad. The formula of conversion rate is (clicks/conversion) * 100.
Non-Performing Keywords & Ads: This is the culprit of having low conversion rate & high cost/conversion. This adwords metrics should be tracked on daily basis. Find the keywords which are consuming your budget but not driving conversion and pause them. Do the same the Ad copy as well.
Auction Insights: This is one the most underrated feature of AdWords. I haven’t seen many advertisers using this feature but I think this is a good report to get your competitor’s insights. Form Auction insight report you will know what impressions percentage your competitors are getting. You will get to know what is your Ad’s average position in comparison to other ads, overlap rate, position above rate, top of page rate, outranking share. I strongly recommend all advertiser to explore this report.
Search Term: This is again one of the most important metrics need to track daily. In this report, you will get the keyword report which is driving clicks. So, if you are using broad match or phrase keyword you may see a various combination of keywords in search term report which you may not be targeting. You can directly add these keywords to the ad group. Similarly, you may see many keywords which are not relevant to your business. You should add these as a negative keyword so no ads trigger for these keywords and you will end up saving a lot of money.
Time Report: Timing the is key to successful marketing. So, you should always keep a track of when your CTR is high, at which point of time conversion rate is high and accordingly you should adjust the bid for given time.
Device Report: In the era of smartphone traffic has shifted from desktop to mobile in the last few years so the campaign performance on mobile. Nowadays you must be getting most of the clicks from mobile but do they lead to conversion? You need to see these metrics very closely and adjust the bid accordingly for mobile, desktop & tablet.
Location: Location is again a very useful metrics. You might be getting clicks from many states but conversion only from few. You need to identify these locations and adjust your bid for these locations or simply exclude them from targeting.
Adwords Metrics for Display Ad:
View Through Conversion: However, view through conversion is not a direct conversion happened through your ad but it may have played a role in that conversion. View through conversion shows you how many users converted who have seen your ad in your selected conversion window. Those ads may not be giving you direct conversion but helping you to establish your brand.
Placement Report: This is the vital report of the display ad and it should be tracked very closely. In this report, you will get to know which website is driving clicks & conversion for you. You may filter out the websites with a high number of clicks with no conversions and exclude them. Second use case is filtering the website with higher cost/conversion and you may lower down the bid for that website or exclude non-performing pages of that specific website. These are only few use case go and explore it you will find many data point which will help you to increase the performance of your campaign.
Demographics: This may be not very important metrics for all business but there is are businesses who target according to age & gender. For example, an e-commerce promoting men’s product would like to target only men. Second example a website selling books for engineering entrance exam would like to target between 14-17 years. Demographic metrics will give them a fair idea that they are reaching the right audience.
What Adwords metrics you track to optimize your campaign? Please share in the comment section.
I am a tech geek and love to read everything about technology. By profession I am a digital marketer with 8 years of industry exposure. In this tenure I have touched almost every part of digital marketing be it SEO, Paid Ads, Marketing Automation, Affiliate, Social Media Marketing, Tracking & Analytics.