Evaluate Google Ads Campaign Performance

Written on 18/05/2020

Evaluate Google Ads Campaign Performance

Google Ads helps you improve campaign results by showing you what’s working and what’s not. This course explains how to assess performance with Google Ads and update your campaign to support better results.What searches and site terms have triggered my ad? 

The Search terms report lists the searches and terms that people have used before seeing your ad and clicking it. If a term is getting you in front of customers, add it to your keyword list.Where were the people who triggered my ads? 

The Where your users were (user locations) report shows only your customers’ physical locations (regardless of any locations they may have shown interest in). If customers in a certain region are gravitating to you, update your campaign to directly target them. What geographies do my ad viewers care about?

The What triggered your ad (geographic) report shows your customers’ physical locations and locations they had shown interest in through searches or content they had viewed. If customers interested in certain locations are finding you, update your campaign to directly offer something they’re looking for. Example: Do prospective customers want destinations that I do not offerDoes my landing page need work?

The landing page experience report estimates the quality of your landing page — which is part of your Google Ads Quality Score and strengthens or weakens your ad position. If you have a weak landing page, a link is provided with tips to make it better. How are people finding me — with and without my ad?

The paid and organic report shows how people got to you — comparing Google’s free organic search results to your paid ads. Learn the ways customers are looking for products and services like yours and update your own keyword list or create new ad groups to directly target them. Example: Does my list of keywords misses important keywords that drives sales organicallyWhat are the paths that lead people to conversions for my business?

Once you’ve set up conversion tracking, Attribution reports show you the paths customers took to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.

Performance metrics

Impressions shows how often your ad was shown on a search result page or site on the Google Network.

Clicks shows how many clicks your ad has received. Clickthrough rate (CTR) shows the percentage of people who could see your ad and clicked on it. 

Conversions show how many people clicked from your ad to your site and did something you valued, such as a purchase, sign-up, phone call, or download.

Cost per conversion shows how much each ad conversion cost you. (Also called cost per acquisition, CPA.) 

Conversion rate shows how many conversions on your site resulted from an ad click. Example: 50 conversions from 1,000 clicks, 50 ÷ 1000 = 5 percent conversion rate.

Return on investment (ROI) tells you how effective your ad spend is by showing you how much return it’s bringing you. ROI is calculated with this formula: (Profit – Cost) / Cost. Example: If your ad resulted in $1,200 of sales for a product that cost $600 to make, and your advertising cost was $200, then your ROI is [$1,200 – ($600 + $200)] / ($600 + $200) = 50% ROI.