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You've managed to get an SEA campaign live via Google AdWords, but how can you best judge whether it's successful? The most important thing is to set up a good analysis that looks at the right data. The Google AdWords interface is full of metrics you can look at, which makes it difficult to focus on the right ones. We go into some important data you can use when analysing a campaign, so you can then start optimising.
Always try to compare data from a particular period with similar days, weeks or months. This lets you see whether the results achieved deviate from the pattern that occurred before. Are the results better or worse? Then look for the real cause.
Click-through rate is an important metric you should always look at, because it shows how often your ad is clicked after being shown. If your CTR has fallen, it may be down to the quality of your ad. We recommend always having several ads live per ad group so you can test them against each other. Keep close track of which ad copy performs best and create new variants. Your CTR may also have fallen as a result of a lower position caused by increasing competition or lower CPCs.
Ultimately, you pay a cost per click via Google AdWords, and this differs per auction. You need to work out carefully what you can pay per click to keep your Google AdWords account profitable. That's why we advise testing different bids in combination with your positions. It's then essential to analyse the results based on this.
Ultimately, you pay a cost per click via Google AdWords, and this differs per auction. You need to work out carefully what you can pay per click to keep your Google AdWords account profitable. That's why we advise testing different bids in combination with your positions. It's then essential to analyse the results based on this.
Every keyword has a certain Quality Score assigned by Google. This is determined by several factors, such as:
• The relevance of the keyword to the ad. This looks at how relevant your keyword is to the ad.
• The expected click-through rate (CTR) for the keyword. The expected CTR is determined partly by the keyword's previous CTR and partly by the number of times the keyword has led to clicks on the ad.
• The quality of the landing pages your ads lead to
Always try to optimise these three factors and aim for a Quality Score of at least 7/10 so you don't experience any negative effects on your CPC.
Average position depends on your CPC settings and the level of competition on a particular keyword. Position number 1 in Google doesn't always deliver the best results, so our advice is to always test different positions and see what's most profitable for you!
Conversion rate is one of the most important elements to look at during an analysis, because it shows which keywords convert well and badly. Also look closely at the other elements described above, because if you have a good Quality Score, position and CTR, it may be down to the landing page. Is the current landing page the most relevant, or can you send the traffic to another page that might be more suitable? SEO, like SEA, is a crucial part of your marketing mix. In this article, you can read how to carry out an SEO analysis.
