Examples of Good Adwords Account Metrics
Below are some good examples of Adwords account metrics that we have achieved for our customers.
After the auction insight report, Adwords account metrics are the most important metrics to look at in reporting on the quality of an Adwords account and its campaigns. To judge how well an account is performing overall, we also need to look at engagement and conversion reports; and consider all of these metrics together. Finally we have to make a judgement on the bottom line, which is to say the cost of advertising over it’s return on investment (ROI).
Adwords Account Results
What follows are examples of a report on metrics available at the Adwords account level.
Industry: International Logistics
These results have been anonymised to protect customer privacy.
How To Understand The Results?
Each line in the report represents a separate campaign in our customer’s Adwords account.
The overall result of these reports is that they are well targeted and relevant to the audience that is seeing them. The majority, nearly all, of the target audience is receiving the adverts and that the factors that might be preventing them from showing (such as keyword ambiguity, or poor quality adverts) are negligible. Also, there are little or no budget constraints on the campaigns preventing them from working properly.
A Brief Explanation Of Each Metric
Google explains these report metrics as follows:
CTR: (Click Through Rate) “CTR is the number of clicks that your ad receives divided by the number of times that your ad is shown”. (Google claims that a CTR of 1% is a benchmark of success for a search network campaign. As you can see from the above, all of these campaigns far exceed that.)
Search Impr. Share: “Search Impression share is the impressions that you’ve received on the Search Network, divided by the estimated number of impressions that you were eligible to receive”.
Search Lost IS (rank): Search Lost impressions share (rank) refers to the estimated percentage of impressions on the Search Network that your ads didn’t receive due to a poor Ad Rank.
Search Lost IS (budget): “Search Lost impression share (budget) estimates how often your ad didn’t show on the Search Network due to low budget”.
Why Are These Results Important?
These results are important because they should that our customer campaigns are: highly targeted at their audience, that the adverts are engaging and relevant to their target audience, and that the campaigns are high quality and well-funded. (The consequence of the account being of a high quality, is a lower advertising cost for the customer, and so a more cost effective advertising campaign).
What To Do Next?
Find out about some of the other results that we’ve produced for our customers, in terms of auction insights, engagement levels, and conversions.
If you’re interested in looking at your own account, then read our guide on how to judge whether your Adwords account is of good quality. Alternatively, please contact us to undertake an audit of your account for you.
If you’re interested in our expert opinion of your Adwords account then please get in touch by sending us an e.mail, or give us a call, to find out more.