Improving AdWords Campaign Analysis


Improving AdWords Campaign Analysis

Successful optimization of campaigns in Google AdWords requires special approaches. Data regarding campaign performance includes many metrics – indicators of user engagement and interest, indicators of page traffic, indicators of the number of clicks on an advertisement …

When analyzing campaigns in Google AdWords, you are likely to pay attention to any specific indicator – conversion, position of the advertisement on the search results page, click rate or keywords. Regarding each of these indicators, certain stereotypes, or assessment schemes, have already developed. Below we will tell you how best to approach the analysis of several key indicators in order to draw the right conclusions about the success of your activities.

Performance Indicators and Advertising Position

First of all, it should be noted that assessing the success of the entire campaign by one indicator is not a very good idea. There are many other metrics that deserve attention: user engagement, page views of contacts, repeated visits to the page. If you focus solely on increasing conversions, you risk losing sight of the overall state of your campaign. Therefore, when analyzing Google AdWords campaigns, set additional goals for yourself. Avinash Koshik (a Google analyst) advises you to pay attention to how many users have visited your site at least 5 times over the past seven days – this is the most reliable way to determine user engagement.

When evaluating performance indicators by the location of the advertisement, do not forget that everything is relative. Since the introduction of advertising extensions – especially with regard to advertising extensions with a link to the site – ads located in the top Google, have certain advantages that impress users. Adding an extension with a link attracts more attention from users, and therefore increases conversion rates. Please note that the same search results can be very different from each other depending on whether the link to the site is attached to them or not.

What can we advise you – consider which of the AdWords campaign development strategies will do you more good: one that focuses on the visibility of links on the site, but reduces the number of clicks, or one that increases the number of clicks, but reduces the visibility of the site .

Clickthrough rate: how to relate to it?

The clickthrough rate is useful because it provides you with food for thought and more detailed data. For example, if your keyword made a thousand impressions, but received only one click, and at the same time occupies a fairly high position on Google, it may be time to think about why a large number of users ignore it.

Divide your keywords into the following categories:

those that make a large number of impressions;
Those who occupy a fairly high position in Google;
those with less than 0.3% clicks.
Now match the keywords with their respective search queries, and analyze their correlation and effectiveness.

No less important advice will be the following: do not forget that those parameters and factors that have benefited you in the past will not necessarily bring it in the future. Therefore, pay attention to which keywords, advertisements and search queries work better than others – knowing this information will help you properly optimize your campaigns.

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