Module 3.1: Monitor your Search Network campaign (PART 1) Flashcards
What is the Search terms report used for?
- The Search terms report is used to see how your ads performed when triggered by actual searches within the Search Network.
- Identify new search terms with high potential, and add them to your keyword list. Look for search terms that aren’t as relevant to your business, and add them as negative keywords. This can help you avoid spending money showing your ad to people who aren’t interested in it.
What’s the difference between a search term and a keyword?
A search term is the exact word or set of words a customer enters when searching on Google.com or one of our Search Network sites. A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers.
What must you have in order to use the paid & organic report?
- 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.
- Search Console is a free Google tool that gives you data and tips to help you understand and improve your search traffic.
- Once you link your accounts, you’ll be able to view your organic search results right alongside the performance statistics for text ads in your AdWords search campaigns.
How can you discover additional keywords from using paid and organic reports?
se the report to discover potential keywords to add to your AdWords accounts by looking for queries where you only appear in organic search with no associated text ads.
- You can identify queries with a low number of paid impressions by adding a filter for “ad impressions = 0” or “ad impressions < X” (if you have multiple accounts, all organic search data will be imported in each account).
- Downloading a paid & organic report in a My Client Center (MCC) account (for AdWords accounts with the same language and geo settings) will allow you to find duplicate organic queries and identify queries that have no paid text ad impressions across any accounts.
- You can also add an additional filter to identify queries containing specific text, like your brand name or your most important products and services.
How can you optimize presence on high-value queries using paid and organic reports?
Use the report to improve your presence in paid text ad results and monitor your high value queries for organic results.
- Identify relevant queries for your business that have low organic traffic volume and target these queries to strengthen your paid search presence.
- Consider showing a more useful, prominent and differentiated message from your organic listing by tailoring your ad text and using extensions.
What columns can be found in the ad section in the paid and organic report?
- Ad Clicks: The number of times someone clicked your text ad when it showed for a particular query.
- Ad Impressions: How many times your text ad has appeared on a search results page or website on the Google Network.
- Ad CTR: How often people who see your text ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing.
- Ad Avg. CPC: The average amount you pay each time someone clicks your text ad. Average CPC is determined by totalling the cost of all clicks and dividing it by the number of clicks.
- Ad Avg Position: Helps explain where your text ads rank, on average, on the search results page.
What columns can be found in the organic section in the paid and organic report?
- Organic Clicks: The number of times someone clicked your site’s listing in the unpaid results for a particular query.
- Organic Queries: A web search. This column indicates the total number of searches that returned pages from your site over the given period.
- Organic Clicks/Query: The number of clicks you’ve received on your organic search listings divided by the total number searches that returned pages from your site.
- Organic Listings/query: A listing is when a page of your site is returned as a search result. This column indicates the average number of times a page from your site was listed per query.
- Organic Avg Position: Average position is calculated by taking the average top position of your listing (or multiple listings) for each query.
What columns can be found in the Combined ads and organic section in the paid and organic report?
- Ads and Organic Clicks: This column represents the number of times a person clicked either: #one of your text ads #one of your organic search listings
- Ads and Organic Queries: A query is a web search. This column indicates the total number of searches that returned pages from your site in the organic search results or triggered one of your text ads.
- Ads and Organic Clicks/Query: The number of clicks you’ve received on your text ads or organic listings divided by the total number queries that either: #returned a page from your site #triggered one of your text ads
What does the auction insights report tell you?
The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are.
This information can help you make strategic decisions about bidding and budgeting choices by showing you where you’re succeeding and where you may be missing opportunities for improved performance.
The Auction insights report is available for both Search and Shopping campaigns.
What does the auction insights report show for Search campaigns?
The Auction insights report for Search campaigns provides 6 different statistics:
#impression share, #average position, #overlap rate, #position above rate, #top of page rate, and #outranking share.
You can generate a report for one or more keywords, ad groups, or campaigns (as long as they meet a minimum threshold of activity for the time period selected), and segment results by time and device.
What does the auction insights report show for Shopping campaigns?
The Auction insights report for Shopping campaigns provides 3 different statistics:
#impression share, #overlap rate, and #outranking share.
You can generate a report for one or more ad groups or campaigns (as long as they meet a minimum threshold of activity for the time period selected), and segment results by time and device. Auction insights data for Shopping campaigns is available from October 2014 to present.
What are the different types of auction insights statistics?
- Average position (Search campaigns only)
- Impression share
- Overlap rate
- Position above rate (Search campaigns only)
- Top of page rate (Search campaigns only)
- Outranking share
What does the Average position (Search campaigns only) statistic show in the auction insights statistics?
Average position is a quick way to gauge how high your ads are ranking compared with those of other advertisers competing in the same auctions. Average position is the average rank of the ad in the auctions, which determines the order of the ads on the search results page.
For example, if one of the participants in your Auction insights report is showing a “5” in the Average position column, this means that participant’s ad showed, on average, in 5th place on search results pages where your ad also showed.
What does the Impression share statistic show in the auction insights statistics?
Impression share is the number of impressions you received divided by the estimated number of impressions you were eligible to receive.
Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and Quality Scores.
In the Auction insights report, impression share also tells you the impression share of other advertisers as a proportion of the auctions in which you were also competing.
Note that Shopping campaigns don’t use Quality Score. However, overall quality and relevance of your Shopping ads offers do factor into their eligibility.
What does the Overlap rate statistic show in the auction insights statistics?
Overlap rate is how often another participant’s ad received an impression when your ad also received an impression.
For example, if one of the other participants in your Auction insights report is showing “60%” in the Overlap rate column, this means that in 6 out of every 10 times your ad showed, an ad from this participant showed as well.
