Aleksandar Marić

Aleksandar Marić

Grade your Google Ads campaign performance

The Google Ads system helps advertisers improve the functioning of the campaign by showing what the settings they have entered work well and not what they are doing. Many metrics are available in the system, which can directly improve the functioning of your campaign, and each user can personalize metric columns and evaluate their performance.

Data analysis

The more time a campaign starts to move, the more metrics and statistics available to make decisions about eventual changes to campaigns to improve their functioning. Data analysis can be done at the account, campaign, ad group, keyword level. For the purpose of analyzing such data, the Google Ads and the statistics that it displays must be understood. When a Google Ads account is created, it displays standard metrics. The user is using the customize columns option to change that metric and add or remove those that do not match.

Basic Metrics

In order to get you briefly acquainted with the Google Ads system metrics, we’ll give you a few basic reports and metrics:
Search term report – a report that shows which search terms users are coming to the ad. From this report, concepts can be directly added as keywords or negative keywords in a campaign:
Locations report – a report that shows where clicks come from, ie where users who click on ads are located;
Geographic report – Shows the physical location of people who clicked on ads, but also the locations they showed interest;
Landing page experience report – shows the quality of the landing page, which (we recall) is one of the factors affecting the Quality Score Ad;
Paid and organic report – a report showing how users reach ads by comparing organic and paid results;
Attribution reports – Displays the “path” for users to come to the web and make conversions.

Some of the basic metrics used at the keyword level are:
Impressions – how often an ad is displayed;
Clicks – how many times clicked on an ad;
CTR – the percentage of clicks on your ad and imprint number;
Conversions – Shows how many users made a conversion on the web;
Cost / Conversion – shows how much money it needed to spend in order to achieve one conversion;
Conversion Rate – The percentage that shows how much the conversion occurred on the web in relation to the number of clicks on your ads.

By gaining experience in the Google Ads system, the user through time begins to use more and more different metrics to improve their campaign performance. We hope these simplest ones will be enough to start and understand the basic Google Ads system.

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