Understanding AdWords reports and statistics

Understanding AdWords reports and statistics


Ted owns Ted’s travel a small travel agency he advertises with AdWords for two main reasons to get his brand message about his tour packages out there and to increase web visits to keep pages on a site when Ted first started using AdWords he saw lots of statistics and reports but didn’t know where to begin that all changed when Ted decided to spend 15 to 30 minutes a week reviewing his account now that he knows his way around Adwords those statistics and reports help him to make informed decisions about his ads know specifically where he needs to make changes to his account and see what’s worked and what hasn’t over time let’s watch just what Ted does during one of his weekly check-ins Ted’s AdWords account is structured with one campaign and two ad groups he starts on the campaign screen scanning the big-picture statistics he finds there then he checks his ad groups half to see how he’s doing with promoting his brand he checks his impressions to see how visible his ads are and whether people are clicking through to his website he looks at average position and click-through rate next he clicks into each ad group to see how individual ads are performing since Ted checks these stats routinely he’s customized this screen to make it easier to see exactly what he’s interested in Ted is pleased with how his ads are performing so he doesn’t make any big adjustments but he’s always on the lookout for new ideas so next he looks at three reports that give him new perspectives on his account first Ted scans the search terms report to see specific searches that led to someone clicking on one of his ads he sees that searches for Grand Canyon rafting trips generated clicks since he sells this package he knows that he should create a new ad for rafting trips next Ted monitors the auction insights report to see how he compares with other advertisers in the same auctions when he sees that other advertisers ads show up higher on the search results page than his ads he decides to make a few of his keywords more competitive by increasing their bids finally the top movers report is Ted’s personal favorite because it shows him which of his ad groups or campaigns are on the move both up and down when he sees that his cruise packages ad group is attracting more attention he decides to build out his keyword list there ted finishes his weekly check in feeling good about his campaigns performance and even better understanding exactly why his campaign is performing so well for more information about understanding reports and statistics visit the AdWords Help Center you

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