Module 3: Measuring and optimizing performance (PART 1)

Question 1

What areas of AdWords can you analyse?

Answer 1

You can analyze:

• basic account,
• campaign, and
• ad group information

using different data and reports available in AdWords.

Question 2

How do segments work when customising your data?

Answer 2

Segments allow you to split your data into rows based on the information that matters to you most, such as;

• periods of time,
• click type, or
• device

There are multiple segments that you can use and your choices vary depending on which tab of your AdWords account you’re viewing.

Question 3

What are the different insights you can gain from segmenting your data?

Answer 3

• Click type: See which clicks resulted in visits to your website, or clicks on your phone number when your ad is shown on a mobile device (also called click-to-call).
• Device: Compare performance across devices: computers, mobile devices with full browsers, and tablets with full browsers.
• Top vs. Other: Find out where your ad appeared on Google’s search results pages and search partners’ pages.
• Time: Isolate changes in your performance using the time segment options (day, week, or day of the week, month, quarter, or year).

Question 4

What information can you look at through the Dimensions tab?

Answer 4

You can use the Dimensions tab to look at data across;

• your entire account,
• an individual campaign, or
• an ad group.

Use the different dimensions, such as different times of the day or days of the week, to gain more insight into your ad performance and help you identify opportunities for optimization.

Question 5

What three ways can you use the Dimensions tab to filter data?

Answer 5

• Time: Use the Time view to see how ads in your ad group performed during a specific time period.
• Geography: You can see individual regions where your clicks came from and use the information to refine your location targeting.
• Landing page: The Destination URL view lets you see what page your customers are going to on your website when they click your ads.

Question 6

What does the Search terms report show you?

Answer 6

The Search terms report allows you to see the terms people were searching for when your ad was shown.

You can also see the performance metrics for those searches.

Question 7

How can you use the Search terms report to optimise your keywords and ads?

Answer 7

• New keywords: Add well-performing search terms to your ad group as keywords.
• Negative keywords: If there are search terms that aren’t performing well or helping you meet your goals, add them as negative keywords.
• Match types: Find the correct match type (broad, phrase, exact) for existing keywords. The “Match type” column shows how closely the search terms that triggered your ads are related to the actual keywords in your account. You can use this information to refine the match types for your keywords to show your ads to the right customers.
• Ad text: Get a better understanding of what potential customers were looking for, or were interested in when they searched for terms that include your keywords.

Question 8

What does the Top movers report show you?

Answer 8

The top movers report lets you see which campaigns have the biggest changes (increases or decreases) in;

• clicks,
• costs, and
• conversions,

and shows you some possible causes for those changes.

The report compares performance for two consecutive time periods of equal length and finds the campaigns and ad groups that experienced the largest change between the two periods.

It’s important to note that campaigns and ad groups (up to 10) are measured by the size of the change — not the percentage change.

Question 9

What do the Paid and organic report show you?

Answer 9

With the paid & organic report, you can see how often pages from your website are showing in Google search results, and which queries triggered those results to show on the search results page.

Keep in mind that in order to use the paid & organic report, you’ll need to have a Search Console account for your website, and you’ll need to link that Search Console account to your AdWords account.

Question 10

What are some of the uses for the Paid and organic report?

Answer 10

• Discover additional keywords
  Use the report to look for queries where you only appear in organic search with no associated ads.
• Optimise your presence on high-value queries
  Improve your presence in paid results and monitor your high-value queries for organic results.
• Measure changes holistically
  Monitor the impact of changes to your website, bids, budgets, or keywords across paid, organic, and combined traffic.

Question 11

What does the Auction insights report show you?

Answer 11

Use the Auction insights report to compare your performance with other advertisers who are participating in the same auctions that you are.

With the Auction insights report, you can see how often your ads rank higher in search results than those of other advertisers, and how your share of total possible impressions compares with theirs.

Question 12

What three tools you can use to measure and optimise ad performance?

Answer 12

1. Conversion tracking
2. Google Analytics
3. Campaign experiments

Question 13

What is the Conversion tracking tool work?

Answer 13

Conversion tracking is the simplest way to measure your conversions. It’s a free tool that can measure what happens after a customer clicks on your ads —

For example, whether they purchased your product, signed up for your newsletter or filled out a contact form.

Question 14

How does the Conversion tracking tool work?

Answer 14

To use conversion tracking, you’ll need to put a small snippet of HTML and JavaScript code on the page your customers see after they’ve completed a conversion on your site.

When a customer clicks your ad and reaches the page with your conversion code, AdWords records a successful conversion for you.

Question 15

What are some of the benefits of the Conversion tracking tool?

Answer 15

• You have the flexibility to count all conversions that happen after a click

(a good choice if you’d like to track and improve your sales)

• or only unique conversions that happen after a click

(a good choice if you’re interested in whether a certain kind of lead was generated).

Question 16

How can you track ROI (Return on Investment) using Conversion tracking?

Answer 16

You can assign values to your conversions — the same value to all conversion actions of a certain type or different values.

Conversion values help you track and optimize your campaign’s return on investment

Question 17

What are Search Funnels?

Answer 17

Search Funnels are a set of reports that show you the funnels through which your customers complete a conversion.

You’ll have access to these once you set up conversion tracking,

For example, you’ll be able to see all the clicks leading up to a conversion —except for the last click—for each keyword or the ads that showed but weren’t clicked by a customer as they searched.

Question 18

What is Google Analytics?

Answer 18

Google Analytics is a free Google product that provides in-depth reporting on how people use your website.

It shows you how people found your site and how they explored it, giving you ideas for how to optimize your website.

Question 19

How can you use Google Analytics in conjunction with AdWords?

Answer 19

You can link Google Analytics and your AdWords account to get an entire view of your customers’ behavior, from when they click your ad or see it to what they do on your site.

This information can shed light on how much of your website traffic or sales comes from AdWords, in turn helping you improve your ads and website.

Question 20

What are some of the benefits of linking Google Analytics with AdWords?

Answer 20

• Import Analytics goals and Ecommerce transactions directly into your AdWords account.
• Import valuable Analytics metrics — such as bounce rate, percentage of new sessions, and pages/session — into your AdWords account.
• Take advantage of enhanced remarketing capabilities.
• Get richer data in the Analytics multi-channel funnels reports.
• Use your Analytics data to enhance your AdWords experience.

Question 21

What are AdWords Campaign Experiments?

Answer 21

AdWords Campaign Experiments allow you to test changes to your account —

such as your keywords, bids, ad groups, or placements —
on a portion of the auctions that your ads participate in.

Question 22

How do AdWords Campaign Experiments work?

Answer 22

When you create an experiment, you decide what sort of change you want to test.

For example, you could test adding new keywords, raising a bid, trying new ads, or using different placements.

Then, you decide what percentage of your auctions should have this experimental change.

Question 23

What are some common goals for people using AdWords Campaign Experiments?

Answer 23

• Increasing conversions
• Increasing clicks or impressions
• Improving return on investment
• Improving ad text

Question 24

How are the results for the AdWords Campaign Experiments displayed?

Answer 24

After the experiment has been running for a short while, you can view the results in the same table you use to view performance for your campaigns and ads.

These tables will also tell you if your experimental changes are performing significantly better or worse than the ads without changes.

Question 25

AdWords Campaign Experiments are “random-auction”. What does this mean?

Answer 25

Every time a user conducts a search on Google.com or on a search partner website,

or a new user loads a webpage on our Content partners,

we’ll randomly decide to make either your control or experimental split active for the auction (based on the percentage you set within experiment settings).

Question 26

How can different bidding strategies help increase your brand awareness on the Display Network?

Answer 26

With brand engagement campaigns, you want to maximize your brand’s exposure on relevant sites.

CPM bidding is typically a good fit for a campaign like this since you can set your bids directly from the performance goals you’ve set for your campaign.