How to Measure Google Ad Performance and Keywords in Google AdWords

How to Measure Google Ad Performance and Keywords in Google AdWords


– [Lori Ballen] All right, today
we’re going to look at how to evaluate how well our ads
are doing on Google AdWords, and today we’re specifically
going to focus on the keywords that we’re using. We’re going to take a look at how much we’re spending per click and we’ll look at quality scores. We’re going to look at conversions, the click through rate, and then we’re going to
decide whether or not we want to keep a keyword
running or pause that keyword. Now on my screen here, this is the Google AdWords
Beta that I’m using. Your screen may look a
little bit differently, and they’re constantly changing. But over here, what I’m able to do– let me just close that. Let me go back to… So you’re going to start off in campaigns, you’re going to go down to ad groups, and you’re going to go to keywords. And up here, you’re
actually able to change– if you’re seeing all of your
paused keywords as well, like, for example, a lot of
times you’ll just see all… And actually, in this mix,
I’ve got all my ones running. But I have a lot that are paused. I can change this, and say, just show me
all that are enabled. That way I’m only working with the actual keywords that I have running. This is going to tell us, now that we’ve set up our ads, we’ve set up our keywords, how well specifically are
the keywords performing. Now once I know that the
keywords are working, they’re converting, then I can go optimize the ads and test different calls to actions, and see which ads are actually going to perform the highest. But I generally start with my keywords so I know what’s actually already working. I like to look at a couple of things. The most important thing
is conversions, because… Did that keyword actually turn into a registered lead for me? Or if you’re doing ecommerce, did that keyword turn into a regular sale? And so the first thing
I look at is conversions to see which ones are
performing the highest, and then which ones are
not performing at all. What we want to make sure
of is that our keywords have been running for about
the same amount of time, or it’s not a true test. So for example, if you
just launched, you know, five more keywords the other
day when you ran a new ad, don’t mess with those yet. You want to give them enough time to actually see how they compare. Mine have all been running here for about the same amount of time, so I’m good to go ahead
and take a look at those. What’s important is if
you have a budget set, and it’s not a large budget– you know, maybe you’ve
got $500 a month running, or $1,000 a month running, or even $2,000 a month running… But you could be spending
$20, $30, $40,000. I mean, there really are people that are just spending
unbelievable amounts every month. But what I mean by “could be” is there’s that much more
opportunity out there for you. What you want to make
sure of is that you’re not spending your budget on
lower performing keywords. So this is why we do this. You actually have the potential, if you have one keyword
that’s killin’ it– you’ve got a low cost-per-click, you’ve got high conversion,
a high conversion rate, a high quality score,
everything’s working, but there’s more audience you could reach? Turn everything off and rock that one. And push that one as far as you can go. You always want to keep
your highest-performing ads. It’s a combination of conversions
and lowest cost-per-click is really what you’re looking at. And what creates that
lower cost-per-click is a higher click-through rate
and a higher quality score. You can actually see the correlation here. It’s easy to see for me, just at a quick glance, I already know which
one’s performing the best, and it is this top one right here. Well, it’s going to be really close, because I actually see
another one that I think might be beating that one. So this one up here, although it has the, it does have the highest
amount of conversions for this timeframe which
I’ve been running this ad, which hasn’t been too long, it has 18– I think I started running this
whole campaign just about… Probably about two weeks ago. And so this one here,
“single story homes for sale “in the southwest,” this
is my real estate model, I set a max cost-per-click at $2.00, and I’m getting my clicks
for an average of $0.85, so that’s fantastic. Quality score is a nine out of 10. The best you could get is a 10 out of 10. So I’m paying almost the
lowest amount I could for my cost-per-click,
so that’s excellent. So that means that that ad
is engaging that audience, who’s using this keyword,
so that’s perfect, spot-on. Exactly what I want. And the click-through
rate is very high, 16.18%. And I’ve spent $389.48 on there. So there’s a good example. If my budget is $1,000, and I’m spending it on
all of these keywords, but I could actually spend
$1,000 on that one keyword, because there’s that many searches… Here’s how we can do this. I could open Google– Well, maybe do this. Let’s take a look. Let’s take a look at the
Keyword Planner for a minute. Let’s see what the… Well, that should have kept me signed in. Okay, it did. Let’s see what the opportunity
is for that keyword phrase. Oh, there we go. Let’s go to… Keyword Planner. Alright. And our phrase was, let me go back to where we were, our phrase was, “single
story homes for sale “in southwest Las Vegas.” I’m going to copy that. And I’m going to look… I’m just using the United States. That’s where my campaign is reaching. Okay, so not a lot of searches. There is a way to check this to see how much more opportunity there would be if I expanded that. So let’s take a look here for a second. Okay, so I have 62% of the
impression share already, for that keyword. Impression share is the number
of impressions you receive divided by the estimated
number of impressions you were eligible to receive. Yeah, so I’ve received 62% of
what I was eligible to receive of the 100%, which means I
could get 40% more, still. So that could be a larger budget, and it could be even
increasing that quality score just a tiny little bit more. So there is definitely more opportunity. Shutting off some of the other spend and allowing it to go here
would be a smart move. So now let me take a look at
the next one I’ve got here. The cost-per-click is going up. I’m below the first page of the bid 107. Oh, I set a max cost-per-click of $0.75. 15… So I’ve got an
8.87% click-through rate, which isn’t bad, but also isn’t the best. You know, I’m going to go
ahead and pause that one. So all I have to do is come
over here and pause that one. And the reason why I’m
pausing that one is because since I’m getting clicks under a dollar, I want to focus there right now. And the only time I want
to go over a dollar, is if there’s a specific type
of lead I want to generate, like home value ads or a higher end neighborhood or something or I’ve already taken advantage of all the other opportunity
around the lower cost-per-click and now to bring in more
traffic I have to go higher. I’m in Vegas, so I have
this huge market here. If I were in a smaller market, I might have to go ahead and
go into those higher per-clicks because there’s not as much opportunity, there’s not as much search volume, there’s not as many
keyword searches there. But in my case, there is. So I can go ahead and pause this. See what happens? See where it changes it from green to that little pause button? And then once we filter this again to choose all enabled,
that one will disappear. Just to show you that. Now the next one– See, this is the ad group. So this one is in the ad group
southwest Las Vegas homes, this one is in the ad group
Las Vegas homes with a pool. I actually have a lot of
keywords performing there. So that’s why keeping
just the best one is fine, I don’t need to keep all of them. I don’t have enough budget
to spend on the whole market, so I’m better off eliminating
the lower-performing and keeping only the higher-performing. So 15 conversions, this one
has a high click-through rate, we’re getting it for $0.83
per click, that’s a good ad. Let’s look at the next one. $0.80 an ad, 12 conversions,
click-through rate 7.4%, not quite as high, but
still performing well, so let me continue and
I’ll come back to it if I think I need to delete that one. Homes for sale in Centennial
Hills, $0.88 an ad, I got a nine out of 10 quality score, nine conversions, 8% click-through rate. Hmm, so that tells me, I’ve got a good quality score, so the landing page is performing well. I’m thinking, though, that
I could improve the ad, and get a better click-through rate. So that’s something we’ll
come back to later is how we do that and improve ads to
improve click-through rates. So I’m not going to pause this one yet, but I think I could
improve that one for sure. Here’s this one, houses with a
pool, $0.84, six conversions, 25.64% click-through rate, wow! So that’s interesting. So a lot more people are
clicking through on this one, but not that many people are registering, tells me that my landing page needs work. Does that make sense? So there clicking
through, the ad’s working, the keyword’s working,
but the landing page isn’t getting them to register. There should be more conversions there. So I’m going to leave that one so that I can come back and play with the
landing page on that one. Next up we’ve got Rhodes Ranch. That one, the ad group is paused. So that one’s, oh, so I bet
that other one is, too, now. We only want the eligible. Okay, $0.85, four
conversions, 14.29%, yeah. Yeah, that’s so interesting
to me that those, those landing pages are not
performing near as high. That one’s only got a
6.4% click-through rate. I’m going to pause that one. This is a different ad, that one’s paused. Centennial Hills, 9.38%,
okay that one’s got a… That one’s climbing in price and it’s not converting as high, so I’m going to pause that one. Houses for sale with a swimming pool, $0.58 a click, wow! Geez, I’m going to have to
continue to watch that one, because– oh, but it’s
only got three clicks, which means it’s got much,
much less search volume, so I probably wouldn’t have as
much opportunity on that one. Three conversions, 20.97%
click-through rate, that one’s good. That ad group is paused. Now what you can also do is you can sort through here
by click-through rate and actually sort low to high, and you can immediately start getting rid of the ones
that are underperforming, instead of going through one by one like I was just showing you. You can take a look here and go, okay, these are actually
not doing anything here for some reason. I would have to go back and look, and I’m betting that I would think that they
were out of budget. Why would nobody be clicking
on homes with a pool? That, I’m not sure. So let’s go ahead and go to where there’s
actually been clicks, and then look at the click-through rate. You can also use the filters. You can say, only show me keywords that have had this many clicks and that have a click-through rate of
lower than or higher than… So you don’t just have to
work off the grid here. You can actually use your filters here. And you could say like this. Let me look at only keywords that have a good quality but low traffic, or keywords that are falling
below the first page. Let’s look at that one really quick. Let’s see if I have any. So here, these are falling
below the first page, which means you’re not going
to get a whole lot of action if you’re not showing up on
the first page of Google. And so they either want me
to raise the price of my bid to get on page one. So this is telling me $0.94
to get on the first page. Well, I’ve got a lot that
are performing above that, so I really don’t have any
need to do that right now. So again, I’m going to pause those just so that they’re not in my face, and they’re not affecting my count, because they’re really not
doing anything great anyway. And so I’m just going to
kind of click all the ones that I want to not worry about. Actually, I’m just going
to click all of mine. Because right now, I have no
reason to increase anything, because I have ads that
are performing well, keywords that are performing well. So we can just go like that,
and then we go to edit, and then we can pause all of those. And then we’ll go back to show me keywords that
are only all enabled. This just really helps
keep your account clean and just performing at
the best level it can. Okay, so then we’ll go to filters and we’ll say show me click-through rates. CTR is click-through rates. We want to look at all
the click-through rates that is under 10%, because
we know we have some, we saw, that were up at 20%, right? Let me go to the highest
click-through rate here. Yeah, see low quality scores mean that ad’s really not
performing well at all. There’s no sense in keeping it. But I am careful to not
get rid of something that has a high quality score. So what I’m going to do
is I’m going to pause all, and then I’m going to– I’m going to choose them all to be paused, but then I’m going to deselect these ones that have a high quality score. See? Look at all these 10’s. You know how hard it is to get a 10? So I’m not going to– you know what? Here, I’ll add another filter, watch. So now I’m going to change this. I’m going to go back up to my filters. Um, will it let me add another one? Okay, so let’s do that again. So let’s go to… Here we go. Let’s go to filters, good quality, but they’re… Okay, there we go. Now there’s the multiple filters. And so, look at all these. These are all 10’s but they’re
not getting a lot of traffic. You ask yourself why. Well, if the ad group was
paused, that’s one reason. Another reason might just be there’s not a lot of search volume. Another reason might be, your cost-per-click is too low, and so you’re not competing. And so those are worth diving into and taking a look at
to see how those can be improved and how you
might get more clicks. But let’s change this to quality score is below seven. Whoops. Below a seven. We’re not going to do zeroes right now. I need greater than, not less than. Less than seven. Not less than and equal to. Less than seven. That means these are all
going to be quality scores that are six and below, okay? So here’s an example. It’s got a high click-through rate, but no conversions, quality score is poor. So all I have to do is go like this, and I can pause them all. It gets busy really fast, you know? It gets crazy, fast, when you’re adding a
whole bunch of keywords. You can lose track if you’re not carefully
going back in and sorting and paying attention to
how things are performing. Okay, so now we’ll take
a look at all enabled. And I’m curious, did it say
how many I have running here? I have a lot. There’s a lot running here. And I really only need the
ad groups that are actually– I can go to ad groups,
and we want to make sure we’re showing only enabled ad groups. Now let’s go back to
keywords and see if it’s– there we go, now it’s
only our eligible ones. So really, all I’m worried about is ones that are actually
costing me money. Everything else can sit, or if it’s too noisy I can
go ahead and hide them. So if I look at these ones that are only, that I’m only spending money on… This actually can all be automated, too. I’m going to come back in another video and show you how to set up rules. You can actually set up
rules that say things like, if quality score is below seven and click-through rate is below 10% and conversions are below… Then pause. Or just, you can include one thing, or several things, and
that way you’re constantly, you’re letting the machine
actually optimize for you, and take out things that
are underperforming. And then you can put a
timeframe on them as well. That’s a really good
way to keep it in check. You just have to be careful, because if you don’t set
up those rules correctly, you wind up starting or
pausing a bunch of ads that isn’t what you wanted to do. But that’s a look today at how you can just at a glance using
the actual dashboard you can figure out how
your ads are performing.

8 COMMENTS

    Hi, I have a question. I’m bidding on phrase match keywords for a YouTube video campaign on google ads. but I can’t see what the actual search terms are for the keywords. How do I find the search terms? There used to be a button to easily see but after they changed the look a lot of stuff has either moved or disappeared.

    Can you help?

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