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TRACKING AD PERFORMANCE

TRACKING AD PERFORMANCE. It all comes down to relevancy and Quality. QUALITY SCORE. Based on your keyword’s clickthrough rate (CTR) The relevance of your ad text Keyword Landing page And several other relevance factors. The ad auction.

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TRACKING AD PERFORMANCE

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  1. TRACKING AD PERFORMANCE It all comes down to relevancy and Quality

  2. QUALITY SCORE • Based on your keyword’s clickthrough rate • (CTR) • The relevance of your ad text • Keyword • Landing page • And several other relevance factors

  3. The ad auction • The higher your Quality Score, the lower your costs and the better your ad position. • Quality Score allows Google to make sure that only the most relevant ads appear • Quality Scores change/fluctuate often

  4. Resources for Account Performance Analysis • Keyword analysis – how your keyword is doing, CPC, bid estimates, quality score (magnifying glass) • Keyword Status – active, disapproved, paused/deleted • CTR – better the CTR better your campaign is performing

  5. AD VISIBILITY & TROUBLESHOOTING • Verify e-mail account • Verify billing information (My Account tab) valid payment information?, sufficient funds?, reached your budget limit? Correct billing address? • Declined payment (contact financial institution if payment is declined-NOT GOOGLE)

  6. Campaign level problems • Campaign status – paused, deleted, ended • Daily budget limits • Ads targeted outside your region (if you have them set to an area that doesn’t include your location, you won’t see ads) • Negative keywords • Search / Content networks?

  7. Ad Group Issues • CPC or CPM bids vs. your daily budget • Ad Group Status – (paused, deleted, etc.) • Ad Approval Status – (ad disapproved for any reason, you receive an alert box) • Adult material – ads only show on adult material pages • Missing keyword, Placement or Ad Text (must have 1 ad & 1 keyword to run)

  8. Ads Showing Rarely Due to Low Quality Score • Optimize, Optimize, Optimize • You can’t always “buy” your ad into the auction

  9. Reports(4 steps) • Choose a report type • Settings • View (summary, hourly, daily, weekly, etc.) • Date Range (use pull down menu or calendar) • Campaigns and Ad Groups (choose campaign or specific ad groups-you choose)

  10. Reports – continued(4 steps) • Advanced Settings • Columns • Filters • Templates, Scheduling & e-mail • Name your report • Templates • Scheduling • E-mail

  11. Reports • Graphs • Last 15 reports saved • E-mail them to yourself or someone else

  12. ROI & Conversion Tracking • Return on your investment • ROAS (Return on Ad Spend) Revenue from sales – Adv costs * 100 = % cost of advertising

  13. Conversion TrackingFREE! • Must have access to website HTML • “Apply” for conversion tracking link on Campaign Management tab • Cut-and-paste within HTML <BODY> tags • “Google Site Stats” text block • Only shows for users referred to you by Google • May not work if user has disabled “cookies”

  14. CONVERSION TYPES • Purchase / Sale • Leads • Sign-ups • Page views • Other (you can identify your own conversion)

  15. TYPES OF VALUES • Static Variables – the value of the transaction DOES NOT change. • Newsletter sign-up value of $25 • Dynamic Variables – the value of the transaction DOES change • How much your customer spent on a purchase

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