Basics | Track and improve your results Flashcards
What is a conversion?
When a customer clicks on your ad and takes a specific action that you deem valuable, such as purchasing your product, filling in a contact form or making a phone call.
What does conversion tracking enable?
You to measure the conversions generated by your ad campaign, including how much they cost you.
This data will tell you which ads and keywords bring you business and which ones are more profitable than others.
Then you can use this information to make adjustments and get more value out of your campaign.
Define conversion rate
How often, on average, an ad click or other ad interaction leads to a conversion.
Cost per conversion
Your total cost divided by your total conversions.
See how much, on average, each of your conversions costs
How to view your conversion data?
- Sign in to your AdWords account.
- Click the Campaigns tab.
- To see the data for a specific period, click the date-range menu in the top corner of the page and select the time period that you’d like to analyse.
Click one of the tabs that appear in the middle of the page, such as the Campaigns, Ad groups, Ads or Keywords tab. - Click the Columns button above the statistics table.
- Select “Modify columns” from the drop-down menu.
- Choose which columns you’d like in your table. You can add or remove all of the columns in a single category by clicking “Add all columns” or “Remove all columns”.
- Drag and drop the columns to arrange them in the order that you prefer.
- If you want to save the columns for future use, select the “Save this set of columns” box and enter a title in the box that appears. Your saved columns will now appear in the “Modify columns” drop-down menu.
What is ROI?
Do you know if the money that you’re spending on Google Ads is resulting in profit for your business? Measure your return on investment (ROI) to understand how much you’re spending compared with how much you’re gaining in return.
When you invest money in an ad campaign, you expect to gain back that amount and more. ROI is typically the most important measurement for advertisers because it shows the real effect that Google Ads has on your business. Whilst it’s helpful to know the number of clicks and impressions that you’re getting, it’s even more meaningful to know how your campaign affects your bottom line.
How do you find out what keywords are working for you?
- Sort by conversion data to see your most productive keywords
- Check your Quality Score to assess relevance
How to sort by conversion data to see your most productive keywords?
Sign in to your Google Ads account.
Click Keywords. Make sure that you see the columns you’d like to include in your report. (You can add or remove columns from any statistics table by clicking the Columns Columns button, then Modify columns.)
Click any column name to sort by that topic. For example, click the Conversions column to sort by number of conversions.
Click the additional options within this larger column category to include in your filter.
- Sort by conversions to see which keywords bring in the most conversions.
- Sort by conversion rate to see which keywords are most effective at generating conversions.
- Sort by cost per conversion to see how much, on average, each of your conversions cost.
How to check your Quality Score to assess relevance?
Sign in to your Google Ads account.
Click the Keywords.
Look in the “Status” column to see your keyword’s Quality score. Click on any keyword status to see more details. Here, you’ll be able to see ratings for expected click-through rate, ad relevance and landing page experience.
What is Quality Score?
Every time someone does a search that triggers your ad, Google Ads calculates the quality of your ad for that search. Quality Score is a useful summary of our calculations - it’s an estimate of how relevant your ads, keywords and landing page are. It’s one way to tell whether your ads and keywords are delivering a good experience for customers.
What are some of the main factors that affect your Quality Score?
Expected click-through rate: the likelihood that your ads will get clicked when shown for that keyword, regardless of your ad’s position.
Ad relevance: how closely related your keyword is to your ads.
Landing page experience: how relevant and useful your website’s landing page will be to people who click your ad.
Monitoring your keywords is just one way of evaluating your campaign, but it doesn’t end there. You can go even further by looking at what your customers are searching for…
Discover the most popular words that your customers searched for when they clicked your ad with the search terms report. This report can give you a better sense of what people were looking for when they found your business.
What are some questions to bear in mind when you look at the search terms report:
- Is your ad being shown for the search terms you want?
- Are the search terms relevant?
- Are you using the right keyword match types?
Search terms report…
- Is your ad being shown for the search terms you want?
Check to see if your keywords are triggering your ad on search terms that fit your business. If your ad is being shown on searches that are relevant and producing conversions, it’s a good sign that you’re spending money on the right keywords. If not, you might want to look for different keywords to invest in.
The “Added/Excluded” column indicates whether a search term in your report is also one of your keywords (Added) or negative keywords (Excluded).
Sign in to your Google Ads account.
Click the Keywords.
Click Search terms. You’ll see data on which search terms triggered impressions and clicks.
Search terms report…
- Are the search terms relevant?
Your search terms report can reveal new keywords that you hadn’t thought of before. These can be opportunities to reach more customers with different keyword variations.
If a search term isn’t relevant or profitable enough for your business, add it as a negative keyword. This will help make your campaign more cost-effective by filtering out people who are looking for something you don’t offer. For example, if you only sell children’s football boots, and you see that the search term adult football boots is triggering your ads, you might want to add adult as a negative keyword.
