Digital Strategy | Measurement | Implementation

Results

Examples of Good Google Adwords Results

This section of our site is dedicated to some of the results that we have achieved for our customers – what we take to be examples of very good results.

Web_ArrowThe question ‘what results is Adwords producing for your business’ depends upon the question ‘how is your business measuring results from Adwords’? If you are unsure how well your Adwords account is performing, we have written a guide on how to judge the quality and results of your Adwords account and campaigns.

In this section, we’ll look at examples of good results that we’ve achieved for customers across a range of industries, from manufacturing, to property, to service industries. These are industries of different sizes, and with different levels of marketing budget and competition.

We will look at results in terms of the following:

• Auction Insights
Account Metrics
Engagement Levels
Conversions

While all of these different metrics are relevant to judging the success of an Adwords campaign, and the results being generated, some are more important than others. Below we will consider these results in the order of priority, with what we take to be the most important first.

The reason we’re going to start with auction insights is that they are most revealing about the quality of the Adwords campaign. The auction insight report reveals how the account is performing relative to its competitors. A good result in the auction insight is usually indicative of a good quality Adwords account; which is to say an account that is tightly structured, controlled, and well managed.

In contrast, an account might be profitable even with very poor engagement metrics, or a very poor account still produce ‘conversions’ – and so, taken on their own, these are less reliable indicators of quality – as they need to be understood within the context of the rest of the account.

Auction Insight Results

Here are two examples of good results from Auction Insights reports from different customers:

adwords results auction insight

Industry: Manufacturing

adwords results examplesIndustry: London Property Development

These results have been anonymised to protect customer privacy.

How To Understand The Results?

The first line of this chart is the results for our customer, and each line after that lists the metrics for a competitor. We have removed the list of sites being advertised for to protect privacy, but they contain some big companies (even multi-nationals) with substantial advertising budgets.

The overall results are that our customers: are best focused on the target audience; their ads are in the best position; they beat the competition to the best spot at the top of the page; and that the accounts are generally of a much better quality. (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).

A Brief Explanation Of Each Metric

Google Explains the metrics in this report as follows:

Impression Share: “How often a participant received an impression, as a proportion of the auctions in which you were also competing. Impression share is the number of impressions that you received, divided by the estimated number of impressions that you were eligible to receive. Eligibility is based on your current targeting settings for your ads – approval statuses, bids and Quality Scores. This number is updated once a day.”

Average Position: “The average position for the participant’s ads when they received an impression (all successful auctions)”.

Overlap Rate: “How often another participant’s ad received an impression when your ad also received an impression.

Position Above Rate: “Position above rate is how often the other participant’s ad was shown in a higher position than yours, when both of your ads were shown at the same time”.

Top Of Page Rate: “Top of page rate tells you how often your ad (or the ad of another participant, depending on which row you’re viewing) was shown at the top of the page, above the organic search results.”

Outranking Share: “Outranking share is how often your ad ranked higher in the auction than another participant’s ad, or your ad showed when theirs did not”.

You can find out more about the Auction Insight Report here.

Why Are These Results Important?

These results are important because they show that these accounts are beating the competition in terms of the focus and quality of the advertising account, and so will be more cost-effective and produce better results than their competitors.

What To Do Next?

Find out about some of the other results that we’ve produced for our customers, in terms of account metrics, 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.

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