By this point in the series, you have already learned about the importance of keywords, call to action phrases and creative text. In this installment, we’ll look at the importance of reviewing your ads’ metrics and how Google Analytics can give you a more comprehensive insight on your ads’ performance.
Tracking Your Goals
Tracking the performance of your campaign is simply tracking your goals. You need to get a clear picture of whether your goals are being achieved or not. It gives you the room to make improvements where necessary and to duplicate successful strategies to maximize your potential.
Ad performance tracking will also help in making you more efficient in how you use your resources. Once you are able to determine which keywords do not work, you can drop them from your list and invest on other phrases. You will also get an idea on which keywords you should keep on your roster so you won’t have to guess which ones work and which ones don’t.
Tips For Tracking Campaign Performance
- Group the ads that have a similar goal so that you can easily see if those goals are being met. For example, if you have several ad versions to get users to donate, group those together and review its conversion rates. To do that, compare the number of clicks or impressions that your ad received and compare that figure with the number of website visitors that donated.
- Familiarize yourself with your AdWords dashboard. If necessary, take a tutorial or tour of its features. This will help you maximize the information that is provided to you, and you will be able to save time in looking for the figures that you need for tracking.
- Link your AdWords account with Google Analytics. Google Analytics is a free tool that you can use to have more in-depth insight to your ads’ performance. It has specialized tools specifically allow its users to track ad campaigns. The program itself is easy to understand and you can customize the data that you see whenever you sign in so that you won’t have to sift through mountains of data to get what you need.
Click here for the series wrap up.