Welcome back to the second installment of Google AdWords tips and tricks. Now that you know your resources and are familiar with the key terms, let’s focus on managing your active campaigns. As you monitor your active campaigns, you’re going to focus on the number of impressions, clicks, CTR, average position and quality score.
Impressions: The # of times your ad is shown. After 2-3 weeks, if you have zero impressions or a low amount of them, you should review that specific ad group to see if your ads are relevant to your keywords and designated landing page. It’s possible that you pause the campaign.
Clicks: The # of times a user clicks your ad.
CTR: The CTR (click-through rate) is the number of clicks your ad receives divided by the # times your ad is shown (impressions). If you’re having a high number of impressions, but not actual clicks, you will have a low CTR. The CTR for each ad group should be 1% or higher.
Average Position: A statistic that describes how your ad typically ranks against other ads. This rank determines in which order ads appear on the page. If you have a high average position then you should raise your bid for a particular keyword phrase.
Quality Score: The measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores can lead to lower prices and better ad positions.
How To Improve your Quality Score? RELEVANCY
- Ad groups and keywords should be relevant to your service offerings and landing page.
- Keywords should be included in your ad text.
- Broad Match Modifier
Overall, active campaigns must be closely monitored and carefully modified. It’s best practice to make a couple of changes and then monitor those for a week or two rather than making numerous changes at once.