Measuring the performance Of AdWords campaigns is the most important part of our work, and there are a number of indicators that give us the necessary information to optimize them, if we know where to find them.
Users are exposed to a lot of information day after day, so they have become very selective when it comes to clicking on certain pages. They will only pay attention to a message if they consider it to be of great value to them. To determine if our message is reaching the right audience, we must first determine the objectives of our Adwords campaigns then “link” them with the correct metrics.
In today’s post we present 10 key indicators that will help you analyse what is working and what to optimize or remove it in your AdWords campaigns.
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Measuring traffic to the main web site is an important tool to measure the effectiveness of the SEO, but you can also get more detailed measurements by looking at the target pages of your individual PPC campaigns. The number of visits to the site will give you an overview of what campaign is driving traffic.
If you think you don’t have a lot of visitors, you’ll need to review your individual marketing channels and optimize what doesn’t work.
Successful ads should start appearing to the people within your target audience. Every time your ad is displayed, it’s called ‘ printing ‘.
The print metric is not necessarily an indicator that tells you how your ad is working, or the most important, but it does show you how many people are actually seeing it, and you can’t have an ad that works well if nobody sees it, so you should also take into account the number of impressions you receive per day, week or month.
If the number of impressions of your ads is not increasing progressively, you will have to increase the bids of your Keywords, as it means that other people are offering higher bids for them and your ad is simply not showing.
The traditional measurement of the key performance indicators (KPI) in the so-called “graphic advertising” has been the CLICK rate (CTR). When a user sees your ad, you have the opportunity to click on it. The percentage of people who click on your ads is called ‘ click-through rate ‘. These are the people who have participated in it, and a high CTR indicates that it is working exceptionally well. By measuring this indicator you can discover a search term that exceeds another, or a call to action that has actually worked better than others. To perform a good campaign optimisation, you should analyse the ads that get the best CTR to determine how the entire strategy can be routed for more clicks.
There are many tactics you can use to improve on this particular indicator. You can create different variations of the copy of an ad and when a certain amount of time has been shown, AdWords will show you which one offers a greater CTR and will help you optimize them in the future. Also make sure you are using AD Extensions, which are very visual and add a lot of information that is key to the user.
Measuring the conversions is one of the most important metrics you have to take into account. But remember, a conversion doesn’t necessarily mean a sale. Conversion objectives may include increasing interactivity or generating sales opportunities by filling out a form or commenting on a publication. When a user clicks on your ad, access a landing page – Landing page – that encourages you to do a specific action that will help you become a paying customer. People who meet that action contribute to your conversion rate, which measures the number of users who click on your ads and how many, after this, become your customers. You have less than ten seconds to draw a user’s attention, so make sure you have a strong “call to action”!
This indicator will also let you know your ROI ( return on Investment ). The better your conversion rate, The more profitable your AdWords campaign will be.
To do this you will have to set a specific objective and measure these conversions, and if your conversion rates are low you should analyse the aspects of your website, including design, navigation, relevance, participation potential and payment process.
The cost per conversion is calculated by dividing the amount of money you invest in your Google AdWords Campaign by the number of conversions. The lower the result, the more profitable the campaign is.
The CPC measures the price paid for each click on an ad, a value that Determines Google AdWords through a combination of factors such as the quality level and the ranking of the ad.
This is calculated by dividing the total cost of clicks into an ad by the total number of clicks, and the cost of each click is determined by the value of the keywords it contains.
If your CPC is high in relation to conversions, you will need to review your keywords and adjust them to see which ones work and which are not.
The middle position shows the position of your ad against the competitors. In general, you will want to be in the first 3 positions, since any higher value will mean that your ad is appearing at the bottom of the search results page.
Again, your average position depends on how much you are willing to pay for the Keywords And their level of quality. The more you invest, the higher you will appear in Google results and the more visible your ad will be.
The Quality Score of a keyword is a classification system Used by Google that determines whether an ad is eligible to receive an impression in a particular search, how much it will cost a click on that print, and what position to display.
A better QS offers a better ad position to a lower CPC. So What does Google consider for this qualification?
Internal factors such as the historical CTR of the account, the relevance of the keywords, and external factors such as the quality of the landing pages and their relevance.
Most companies can measure the customer retention rate by simply observing the number of customers they re-convert.
This metric is affected by elements such as the usability of your website, the originality of your content, and design elements such as ease of browsing, contact information, FAQ section…
If users visit your page, but do not come back, you may need to consider elements such as their design and relevance, the use of keywords and your sales strategy.
The Bounce Percentage helps you determine if you need to improve your content to make it more appealing to users. Committed users are more likely to go back and convert again.
Google Analytics has a section that shows you where your visitors come from, a very useful indicator to determine which channels have a good performance and which are not.
The high organic results will tell you that your SEO is working because people visit your site after doing a search, the high social traffic indicates your advertising and presence in social networks, and external results will show you how effectively your brand is mentioned on third party sites.
Each of these metrics indicates a story and provides specific data on what to keep working on. Also be aware that although these are some of the most common and relevant KPI ‘s You can find within a AdWords Campaign, each business is different and therefore can value certain indicators more than others depending on the commercial objectives.
We hope that these indicators will help you from now on to get the most out of your campaigns and that you can analyse them day after day.
If you want to know more tricks for AdWords do not hesitate to visit our blog in the coming weeks. We’ll be waiting for you!
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