Advertising Analytics

In this page, we will cover:

  • Running and scheduling reports
  • Customizing columns to personalize data views
  • Analyzing the days and times when ads perform best
  • Analyzing geographic performance
  • Reviewing call details
  • Finding out where on display your ads are appearing
  • Segmenting performance reports
  • Creating filters to customize reporting
  • Viewing data in graph format
  • Evaluating sitelink extensions
  • Using impression share metrics to increase conversions

Introduction

Google Ads offers rich and detailed reporting to help you analyze ad performance and get the most out of your investment. For example, you can find out where your most valuable clicks are coming from and use that data to set up regionally targeted campaigns. You can also analyze how your website visitors using different devices (such as tablets versus mobile) convert and make adjustments to your campaigns based on trends you observe. Successful advertisers review their reports regularly and react to the traffic and conversion patterns. This page highlights some of the key reports to pay attention to as well as ways to react to the data to maximize your ROI.

Running and scheduling reports

Running reports in Google Ads is easy and can be done in the campaign management section of your account. In addition to seeing the data in the interface, you can choose to download reports to one of the many available formats (such as .pdf or Excel.csv) as well as schedule reports to be e-mailed on a regular basis to account users.

Getting ready

If you would like to schedule reports to be automatically e-mailed to specific e-mail addresses, make sure they are listed as users on your Google Ads account. If they are not, you will need to invite them.

Here are the basic reports I recommend you run on a regular basis:

  • Campaigns
  • Ad groups
  • Keywords
  • Ads

How to do it…

To view, schedule, and download Google Ads reports, follow these steps:

  • Navigate to the Campaigns tab.
  • One of the most basic reports you’ll want to analyze on a regular basis is an account summary of all of your campaigns. However, you can also run reports on your ad groups, keywords, ads, and many other segments using the same steps outlined in the following example.
  • Adjust the date range at the top-right corner of your campaign management page to reflect the period you are interested in analyzing. You can choose to review all time data, or most recent performance, such as this week or the last 30 days. You can also enter custom date ranges and turn on the Compare dates feature to compare recent performance to the same period last year, for example.

Customize columns to include performance metrics you care about in your report, such as conversions.

  • Click on the Download Report button to bring up the option to export, e-mail, and schedule your report.
  • Name your report and choose the format you’d like to download it to, such as Excel.csv.
  • Click on + Add segment to layer on additional details, such as performance by network.
  • Choose Email and schedule report to select who should receive this report.
  • One time
  • Daily
  • Every Monday

Select Frequency from one of the following options:

  • First day of the month

Click on Create. If your report is a one-time report, it will download right away.

How it works…

Reporting is not real time. Clicks and impressions can be delayed by up to three hours, while the following metrics are updated only once per day:

  • Search terms
  • Automatic placements
  • Geographic
  • Demographic
  • Destination URL

Additionally, if you are importing Google Analytics goals as conversions into your Google Ads account, they may not be reflected in Google Ads for 24 to 72 hours.

There’s more…

You can adjust settings of previously scheduled reports at any time by clicking on Reports at the bottom-left corner of your campaign management page. You can change the report download format, adjust the date range, change who receives it, run the report again, create a similar report, or delete a report.

Customizing columns to personalize data views

Once your campaigns have been set up, there are many different pieces of data that you can analyze in Google Ads. Google Ads allows rich customization of your campaign management page, so that you are looking at data that is most pertinent to your analysis. The default view will most likely not include all of the information that you’ll need as you review performance and optimize, and you’ll need to customize the views to include the metrics of interest.

Getting ready

Think about what data is useful for a particular analysis. For example, you may wish to review performance data at the campaign level so that you can decide which campaigns are generating the most clicks and conversions.

How to do it…

To personalize your data views, follow these steps:

  • Click on the Campaigns tab.
  • Choose the sub tab you are interested in, such as Campaigns or Keywords.
  • Click on Columns and select Customize columns.
  • Select the metric you wish to further segment. The available metrics will be different based on what sub tab you are looking at. For example, in your Campaign sub tab, you will see the following options:
  • Performance
  • Conversions
  • Call details
  • Competitive metrics
  • Google Analytics

Once you select the metric of interest, you’ll be able to further select columns within each metric. Click on Add to see the data you are interested in.

It can be overwhelming and distracting to look at all possible columns at once, so limit your views to the information that’s most pertinent to the analysis at hand.

How it works…

Users with access to your account have their own custom campaign management views based on their unique settings. You cannot customize data views for other users. However, once you select your settings, you will see the same columns the next time you log in.

There’s more…

You can save your preferred view or create multiple views for different types of goals and toggle back and forth between those settings. This can be useful for different types of analyses, such as analyzing Google Analytics data or analyzing competitive metrics

You can also remove certain data from being shown or re-order the metrics at any time so the views reflect the data in the order that makes the most sense to you. Simply drag-and-drop the individual columns.

Analyzing the days and times when ads perform best

Curious if your customers are searching for you more during the week or on weekends? How people interact with your website likely depends on the day of the week and even the time of the day. For example, if you sell pizzas, people are more likely to search for you in the evenings than early in the morning. To help you figure out your traffic patterns, Google Ads provides a report where you can analyze impressions, clicks, and conversions by day and hour.

Getting ready

In order to run this report, your campaigns will need to have accumulated some data. If you are already restricting your campaigns to show only during certain days and hours via ad scheduling, keep that in mind, as it will skew your totals.

How to do it…

To view performance by day or hour of the day, follow these steps:

  • Click on the Campaigns tab.
  • Go to the Dimensions tab.
  • From the View drop-down menu, choose Time and select from one of the available options:
    • Day of the week
    • Day
    • Week
    • Month
    • Quarter
    • Year
    • Hour of day
  • Make sure to adjust the date range for the account at the top-right corner of the campaign management page to reflect dates you are interested in analyzing.
  • You can apply these segments to the entire account or select individual campaigns and ad groups. You can view data for a specific campaign’s ad groups by selecting them from the left navigation menu in your campaign management page.
  • You can sort your data by your chosen time segment or by performance metrics, such as impressions, clicks, or conversions. Customize your columns, adding additional metrics of interest to see the data that’s most important to you.
  • If you find that certain days of the week or hours of the day bring you more traffic or convert better and your budget is limited, you can implement ad scheduling to take advantage of these patterns and maximize clicks during high traffic periods. Schedule ads to run during key days and times through your campaign settings page.

How it works…

The Dimensions tab allows you to analyze data across different periods of time, such as by day of the week or by hour of the day for your entire account or by campaign or ad group.

Analyzing geographic performance

Wonder where your clicks are coming from? The geographic report can help you find out so you can fine-tune your campaigns to maximize visibility in areas where ads perform better.

Getting ready

Your Google Ads campaigns will need to have been running for some time and will need to have accumulated some data first.

How to do it…

To view geographic performance, follow these steps:

  • Click on the Campaigns tab.
  • Go to the Dimensions tab.
  • Adjust the date range to reflect the period you are interested in analyzing.
  • From the View drop-down menu, choose Geographic.

Next, customize Columns to include the level of detail you care about, such as region, metro area, and city. Add all columns you would like to see in your report and click on Apply.

  • Sort by impressions or clicks to figure out where most of the search activity is concentrated. Sort by conversions to find out which geographic areas convert the best.
  • If you find that certain locations perform better for you, you can increase bids through your campaign settings page. This can help you get a better ad position and even more clicks from your most important locations.

How it works…

The geographic report allows you to analyze performance across different countries, regions, metro areas, or cities.

The Most specific location column shows the most detailed information available, such as the postal code (the most specific location data varies by country).

The Location type column indicates whether an impression was matched by physical location (where a user was physically located) or location of interest (location a user was searching for or viewing content about).

Geographic performance data is available for the entire account or you can choose to analyze individual campaigns and ad groups.

There’s more…

The geographic report can help you fine tune performance by concentrating your budget and bids on areas that produce the best results, For example, if you find that you get a lot of clicks from a certain region but these clicks are not converting, you might want to exclude this region.

Reviewing call details

Many people searching online prefer calling a business as they do their research. If you are using Google Ads call extensions with Google’s call forwarding, Google Ads will record call data associated with the phone number that appeared in your Google Ads ads. This information can help you measure the effectiveness of your campaigns beyond just the click-based metrics.

Getting ready

You’ll need to be using call extensions with Google’s call forwarding number to get detailed call reports. Google’s call forwarding extensions are currently only available to advertisers in the US, UK, and Germany.

How to do it…

To review call details for calls that came through Google’s call forwarding number:

  • Click on the Campaigns tab.
  • Go to the Dimensions tab.
  • Adjust the date range to reflect the period you are interested in analyzing.
  • From the View drop-down menu, select Call details.

The report will show you information, such as if and when the call was received, how long it lasted, and the caller’s area code.

The report will show you information, such as if and when the call was received, how long it lasted, and the caller’s area code.

The report will show you information, such as if and when the call was received, how long it lasted, and the caller’s area code.

  • Phone impressions: The number of times your ad was shown with a Google call forwarding number
  • Phone calls: The number of valid calls received through your Google call forwarding number
  • PTR: Phone-through-rate or the number of calls received divided by the number of times your phone number was shown
  • Phone cost: Total costs accrued for calls received through Google’s forwarding number
  • Avg. CPP: Average cost-per-phone-call is the average amount you pay for each call received through Google’s call forwarding number

Set Max CPP bids to Bid separately on calls, especially if calls are more valuable to you than clicks.

How it works…

Finding out where on display your ads are appearing

If you are running display campaigns, you’ll want to periodically analyze where your ads are appearing. You may want to pause or exclude some of the websites your ads appear on, such as irrelevant placements or pages you are getting a lot of clicks on without any conversions.

Getting ready

You’ll need to be running display campaigns to run this report.

How to do it…

To review domains and pages your ads have appeared on, follow these steps:

  • Go to the Campaigns tab.
  • Select your display campaign and go to the Display Network tab.
  • Click on sub tab Placements.

To find out even more information, such as the actual pages (rather than just domains) your ads have shown on, click on the See details button and choose All.

  • You can also see URLs for specific placements rather than all by selecting the checkbox next to a domain in your placements report and choosing Selected from the See details drop-down menu.
  • Customize your columns to see additional data, such as conversions and cost/conversion.
  • Consider excluding irrelevant and poorly performing placements.
  • Consider adding relevant placements and those that convert to your managed placements.
  • You can choose to download your data into an excel file or schedule it to be emailed to you on a recurring basis, so you can always stay on top of your display performance.

How it works…

The placements report shows you a list of domains and URLs where your ads have shown.

Reporting is not real time and placement data may not available until the next day.

There’s more…

Reviewing a large number of websites and pages your ads appeared on can be a little daunting as you look for opportunities to optimize. However, you can sort your data by metrics that are important to you to identify opportunities. Here are a few ways you can analyze placements:

  • Sort placements data by impressions to see where your ads are appearing the most
  • Sort placement data by cost to see which placements you are spending the most money on
  • Sort by conversions to analyze which placements are generating sales or leads

Segmenting performance reports

Segments in Google Ads allow you to further split up your performance data and take your reporting to the next level. For example, you can segment how your campaigns perform on Google Search versus Search Partners or compare performance by device. Segments arm you with the tools necessary to pinpoint trouble areas or what’s working for you.

How to do it…

To segment your Google Ads data, follow these steps:

  • Go to the Campaigns tab.
  • Click on the tab you are interested in examining further. Most tabs have segments but the available segments will vary depending on if you are analyzing your campaigns, ad groups, ads, keywords, or display.

Click on Segment and choose one of the available options, such as Network.

  • Adjust the reporting date range to see data for the periods of time you are interested in analyzing.
  • Select None from the Segment drop-down menu to remove the segment or apply a different one.
  • Make changes based on what you learn from your segments. For example, if you find out that clicks from mobile devices do not perform as well as clicks from computers, decrease mobile device bids.

How it works…

Segments allow you to split up reports into multiple rows to further analyze various aspects of your Google Ads performance. The segment options you’ll see will vary depending on which tab in your campaign management page you are analyzing.

The following segments are available:

  • Time: Analyze data by day, week, month, quarter, year, day of the week, or hour of the day.
  • Conversions: Choose from action name or conversion tracking purpose.
  • Network: Find out if the impressions came from Google Search, Search partners, or the Google Display network.
  • Keyword/Placement: Segment available for ads showing which keyword or placement triggered impressions and clicks.
  • Search terms match type: See if the ad was triggered by broad, phrase, or exact match.
  • Click type: If you received clicks to your headline, sitelink, if it was a mobile click-to-call, or a click on “Get direction” from your Google Places extension.
  • Device: Performance data for computers, tablets, and mobile devices.
  • Experiment: If you previously set up experiments, you can see how experimental ads did against control ads, for example.
  • Top vs. Other: Where you ads appeared on Google.com and search partner pages. Ads that appear above organic search results are classified as “Top” while all other ad positions are listed under “Other”.
  • +1 Annotations: How your ads performed when shown with different types of social annotations.

Some of the segments are only available to be downloaded as a report rather than viewed in the interface. When you make your selection, you’ll get a notification and a message to use the download report button, indicating a particular segment can be downloaded as a report only.

Creating filters to customize reporting

Filters can help you further slice your reports to identify areas of improvement or to analyze how certain sets of campaigns or strategies are performing. For example, you may wish

to filter out in your reports poorly performing keywords, evaluate how branded versus not branded campaigns perform, or analyze ads featuring special promotions.

Getting ready

You’ll need to name your campaigns by using common terms that will help you filter. For example, name all campaigns that do not include non-branded keywords with NB. Alternatively, you can create labels to group certain campaigns together and apply a label to each campaign that should be included.

Evaluate your goals, such as desired CPA and maximum CPA you are willing to tolerate. Keep these goals in mind when you set up various performance centered filters.

How to do it…

To create a filter to isolate groups of campaigns, follow these steps:

  • Click on the Campaigns tab.
  • Adjust the date range at the top right of your campaign management page.
  • From the Filter drop-down menu choose Create filter.
  • In this example, we’ll create a filter to analyze all non-branded campaigns. In the previous step we renamed all campaigns that do not include branded keywords by appending a common identifier such as NB to the campaign name. Next, after clicking to create a filter, choose Campaign name, select contains, and write in NB or any other words you wish to filter campaigns by. If you are using labels, you can also filter just by your NB label.
  • Check Save filter to access it again at a later date and click on Apply.

In the next example, we’ll create a filter to isolate costly keywords that are not converting.

  • Go to your Keywords tab and click on Create filter.
  • From the Conversions drop-down choose Conversions (1-per-click), select <=, and enter in 0.
  • Click on + Add another and from the Performance drop down choose Cost and write in a specific amount. For example, if you target CPA is $10, you may wish to analyze all keywords that have accumulated over $10 but have not converted.

Save the filter if you plan to use it again, and click on Apply.

Save your most commonly used filters to easily access them at any time and use them with different date ranges. Filters you create are user-specific and will not be available to another user who has access to your account.

How it works…

Filters help you isolate campaigns, ad groups, keywords, or other account segments by predefined criteria to help you better analyze performance. Google Ads may provide certain predefined filters in your account or you can create custom filters to focus on metrics specific to your goals.

You can add multiple layers to each filter and save these filters for future use and analysis.

There’s more…

Here are a few common filters you may wish to set up and review regularly:

  • Keywords below first page bid. This is a predefined filter that you can access in your keywords tab. It shows you all of the keywords with ad rank below the first page. Consider raising your bid and work on improving your Quality Score. For example, refine your ad or add negative keywords to increase CTR.
  • Cost-effective keywords. Create a filter to review keywords that are converting within your desired CPA. Consider raising your Max CPC to get more traffic out of keywords that are working for you.

Costly keywords without any conversions. Keywords that accumulate a certain amount in spending without generating any conversions. Consider lowering bids, creating new ads, adding negative keywords, or pausing these keywords.

Keywords converting above your target CPA goal. Review keywords that are generating conversions but are converting above your target cost/conversion. Consider lowering bids, adding more negative keywords, restructuring with more specific ad copy, or pausing these keywords.

Campaign or ad group performance filters. Create filters to isolate campaigns and ad groups converting above or within your target CPA. Use this data when budgeting and to help you bid and prioritize optimization efforts.

Ad filters. You can analyze how certain sets of ads performed against others. For example, you may wish to review how ads featuring “Free Download” fared against ads that used the call-to-action “Download Now.”

Viewing data in graph format

Your Google Ads campaign management page offers the option to view various performance metrics in graph format. This visual analysis of performance trends can help you identify issues as well as spot when your campaigns perform better.

How to do it…

To view performance graphs, follow these steps:

  • Click on the Campaigns tab.
  • Adjust the date range at the top-right of your campaign management page.
  • Click on the graph icon (see highlighted image in the following screenshot) above your data summary table.
  • Choose the metrics you’d like the graph to display. You can choose one or two metrics to see how they relate to one another. For example, you can compare click trends versus conversions to zero in on days when your clicks are converting better or worse.
  • You can see graphs for your entire account or graph specific campaigns and ad groups.
  • If you notice important trends, such as an increase in conversions on Mondays, for example, make changes to your settings to maximize on this information.

How it works…

Google Ads campaign management offers graphical data of your performance for your chosen date ranges. You can select up to two metrics to compare trends in several campaign management tabs. Available graph metrics include:

  • Performance
  • Conversions
  • Competitive metrics

Graphs are available for the entire account, or specific campaigns and ad groups. You can also use custom filters to only see graphs for sets of campaigns, such as all non-branded campaigns.

There’s more…

The following data trends are useful to note:

A decrease in CTR can signal the need to test new ad copy and add negative keywords.

If you notice a decrease in Avg. Pos., consider raising your bids.

An increase in Cost/Cov. may warrant re-examining your account structure.

A boost in conversions is a great sign that you are doing something right. Consider testing similar strategies across your other campaigns.

Consistent decrease in impressions over the weekend, for example, can mean that people are searching for you more during the week. Adjust your bids and ad scheduling to maximize this trend.

Evaluating sitelink extensions

Sitelink ad extensions can help boost your CTR and make your ads stand out with additional relevant page links. However, some sitelinks perform better than others and there are some sitelinks that may need to be re-worded or eliminated completely based on performance.

Getting ready

First, you’ll need to set up sitelink extensions in at least one of your campaigns and your extensions will need to have been approved to run. Your sitelinks may not show all the time, depending on performance and ad position. Also, each sitelink needs to direct customers to a unique landing page. If a sitelink stops showing, check if it was disapproved and make the necessary edits.

How to do it…

  • Click on the Campaigns tab.
  • Go to the Ad Extensions tab.
  • Select Sitelinks Extensions from the View drop-down menu.
  • Each of your sitelinks will have impression, click, cost, and other data you choose to view. Make sure to customize columns to include conversion data and other metrics on interest.

Next, go to Segment and choose Click type to see sitelink specific data. Segmenting by click type shows you how many people are choosing to click on a particular sitelink versus your headline.

From the Segment drop-down menu, choose This Extension vs. Other to see how an individual sitelink performs against another sitelink extension you are using.

If you notice that some of your sitelinks have low CTRs, consider rephrasing the sitelink text with more appealing descriptions or calls-to-action. If a sitelink is getting plenty of clicks but no conversions, consider deleting it, as it could be distracting users from the desired conversion path.

How it works…

Google Ads sitelink ad extensions expand your text ads with additional page links, providing your visitors with other navigation options. Google Ads reports on the performance of each extension you create so you can analyze the effectiveness of each sitelink.

Using impression share metrics to increase conversions

If your Google Ads campaigns are profitable, make sure you are not losing impression share and missing out on sales. Review your competitive metrics on a regular basis to identify if you are losing traffic due to budgets and bids and to prioritize your optimization efforts.

Getting ready

You’ll need to customize columns to see competitive metrics, currently available in campaign and ad group tabs.

Once you customize your data columns to include competitive metrics, your campaign and ad group tabs will include extra impression share (IS) columns for the metrics you have chosen.

How to do it…

Search Lost IS (budget) and Display Lost IS (budget):

The Search Lost IS (budget) and Display Lost IS (budget) columns help you identify if you need to increase your campaign budgets. If the number is greater than 0 percent, this means that your ads did not show on the Search or on the Display network because your budget was low. For example, if your Search Lost IS (budget) is 50 percent, your ads were eligible but did not show to 50 percent of the user searches because of your budget.

  • Sort your campaigns by Search Lost IS (budget) or Display Lost IS (budget) columns to see which campaigns are losing the greatest share of impressions.

Next, review your Cost/Conv. data for all campaigns that have high percentages of lost impressions due to budget. If a campaign is within your target Cost/Conv. but is losing impression share, consider increasing budget.

  • Search Lost IS (rank) and Display Lost IS (rank)

The Search Lost IS (rank) and Display Lost IS (rank) columns help you identify impressions you’re missing out on due to low ad rank. For example, if your Display Lost IS (rank) number is high, such as 62%, this means that your ad was eligible but did not show on Google’s Display network 62% of the time due to low ad rank.

The actions you can take to improve lost impression share due to ad rank include raising your bids and improving your Quality Score. However, if your Cost/Conv. is outside your target CPA, raising your bids is not recommended. In that case, focus on improving Quality Score by refining structure, keywords, and ads.

  • Search Exact match IS:

Search Exact match IS helps you understand your impression share for just the keywords you have chosen. If you are using broad match keywords, your ads could be showing on variations of the keywords you have entered.

Sort campaigns or ad groups by Search Exact match IS and focus efforts where the number is low. A high number means you’re getting high quality clicks on keywords you obviously found relevant enough to add to your campaigns.

If the number is low, run a search query report to analyze what queries are triggering clicks.

Add the relevant queries as keywords and add negative terms to weed out irrelevant clicks.

How it works…

Impression Share (IS) is the number of impressions you received divided by impressions you were eligible to receive in your Google Ads campaigns and ad groups. IS helps you analyze your share of voice with your current settings (such as your location targeting) and Quality Score.

Available IS metrics include:

Search Impression share: The percentage of time your ads were shown out of the times that your ads were eligible to show on the Search network.

Search Exact Match IS: The percentage of time your ads were shown for queries that exactly matched your keywords divided by exact match impressions you were eligible for.

  • Search Lost IS (rank): Search impressions you are missing out on due to low ad rank.
  • Display Impression share: The percentage of time your ads were shown out of the times that your ads were eligible to show on the Display network.
  • Display Lost IS (rank): Display impressions you are missing out on due to low ad rank.
  • Display Lost IS (budget): How often your campaign’s ads did not show on Google’s Display network because of a limited budget.

Optimizing Performance

In this page, we will cover the following topics:

  • Improving relevance and Quality Score
  • Improving ad rank
  • Changing keyword match types
  • Scheduling ads to run during key days and times Expanding your keyword list
  • Analyzing ad copy performance and picking top performers
  • Adjusting budgets to maximize traffic and conversions
  • Tips to increase traffic
  • Running search term reports to optimize keywords Optimizing bids for ROI
  • Optimizing keywords to improve ROI
  • Excluding IP addresses from seeing your ads
  • Optimizing your landing pages

Introduction

The most successful advertisers continuously refine and optimize their campaigns to keep them profitable. Your initial keywords and ads will need to be regularly updated, paused, and refined to stay on top of the latest trends in your market. Also, you’ll need to adjust bids and other settings to keep on target with your goals such as a specific ad position or CPA.

Improving relevance and Quality Score

Google Ads rewards advertisers who choose relevant keywords and write compelling ads with good Quality Scores. The better your Quality Scores, the less you’ll need to pay for each click, resulting in more profits for you. This ecosystem evolved to benefit users, Google, and advertisers. If the ads on Google were irrelevant and of poor quality, users would get frustrated and not click on them, and Google would lose revenue. From an advertiser’s perspective, when users click on irrelevant ads, they tend to leave your website, costing you money and not contributing to your bottom line. Google Ads was designed to encourage high-quality ads, and as an advertiser you’ll reap many benefits from optimizing them to improve relevance.

Getting ready

First, check your Quality Scores to identify low quality keywords to focus on.

  • Go to the Campaigns tab.
  • Click on the Keywords tab.
  • Go to Columns and choose Customize columns.
  • From the Attributes section, choose Qual. score.
  • Click on Apply and you will see an extra column with your Quality Scores.
  • In your Keywords tab, sort the Qual. score column to review low Quality Score keywords. Generally, Quality Score 1 to 3 is considered low, 4 to 6 is average with room for improvement, 7 to 9 is good, and 10 is considered great.
  • Another way you can identify low-quality keywords is with filters. Create a keyword filter to see all keywords that are below a certain Quality Score. Download this report to have an easy to refer to summary of all keywords you’ll need to focus on.

How to do it…

To improve your Quality Scores, follow these 10 tips:

  • Start with low Quality Score keywords that get the most impressions. This is where you’ll have the biggest impact.
  • Re-organize your keywords into more tightly themed ad groups. If a keyword has a low Quality Score, try moving it to its own ad group with more specific ad text and its own negative keywords.
  • Your broad match keywords may be getting expanded to irrelevant variations. Try changing them to a more specific match type.
  • Add negative keywords to eliminate irrelevant impressions and increase your CTR. For example, add free as a negative keyword to eliminate someone looking for free products and services online. Run a search terms report to see what queries are triggering clicks and get new negative keyword ideas.
  • Some of your low quality keywords may not be relevant to your website. If a keyword has a very low Quality Score and rarely shows, it could be negatively impacting the rest of your account. Consider deleting it.
  • Write new ads for your low Quality Score keywords, placing each keyword in your ad text, ideally in your headline.
  • Test multiple ad versions to see which one resonates better with your customers. Experiment with different calls-to-action, promotions, and ways to describe the unique benefits of your products and services.
  • Pause the lower performing ads in each ad group, if you are testing multiple variations to ensure that ads getting a better CTR show more often.
  • Try implementing dynamic keyword insertion to have Google Ads automatically insert your keywords into the ad titles or description lines.
  • Choose more specific landing pages. Your landing page should be relevant to your keywords and contain your keywords on the page. If it does not, consider creating new landing pages for your most important keywords.

How it works…

Quality Score is a measure of relevance and is calculated by taking into account the following factors:

  • Your keyword’s CTR: Your CTR is like an online voting system; people in the search auction vote on how relevant your ads are with their clicks.
  • Your display URL’s CTR: Your display URL’s past CTR affects your Quality Scores.

How relevant your keywords are: Some keywords you choose will be more relevant to your business than others. If you sell snowboards, but would like to run on a keyword like “snow,” a generic term that’s not as relevant to your business, you will receive a much lower Quality Score. Pick specific keywords that clearly describe your products and stay away from general keywords that could apply to many different businesses.

The relevance of your ads to your keywords: Your ads need to include your keywords in the ad text. If you have too many keywords for them all to be reflected in your ad copy, create additional, smaller ad groups. When a searched keywords is included in an ad text, that term is highlighted by Google in your ad, helping it stand out even more on the Google search results page.

Landing page quality: The keywords you choose should be included in your ad text and further mirrored on your landing page. In addition to your landing page being relevant to your keywords, it also needs to be transparent and easy to navigate.

Historical account performance: Advertisers who continue to choose poor quality keywords will receive low Quality Scores when adding new keywords. This system helps Google discourage advertisers who continue to choose irrelevant keywords and encourage advertisers who create relevant, quality keywords and ads.

Performance in the regions you are targeting: The regions you target via your campaign settings page will affect your Quality Scores.

Performance on the devices you are targeting: You may get different Quality Scores on mobile and tablet devices, if your keywords perform differently depending on device.

Quality Score is dynamic and is calculated every time a search triggers your ad. In order to achieve better Quality Scores, you’ll need to focus on tying together all of the various elements that comprise Quality Score. Increasing relevance helps you achieve a better ad rank and pay less for each click. The Quality Score algorithm is designed to reward relevancy and encourage advertisers to create high-quality accounts, which will in turn help you achieve better ROI with Google Ads.

There’s more…

The more general your keywords are, the more difficult it will be to obtain a high Quality Score for them, even after following all of the recommended Google Ads best practices. In such cases, you’ll need to weigh if the lower Quality Score is worth the traffic and conversions you get from these keywords. Keep in mind that if you continue to choose low-quality keywords, this will hurt your overall account performance.

Improving ad rank

Your ad position is going to heavily impact visibility and traffic, with the top-ranked ads receiving the most clicks. Obviously, the more competitive your keywords are, the more costly it will be to have your ads show in the #1 spot. However, there are specific short-and long-term strategies that will help you obtain the best possible ad rank.

Getting ready

First, isolate the keywords that are not ranked optimally:

  • Identify keywords that are not showing on the first page of Google’s search results
  • If you have a specific ad position in mind, use filters in your Keywords tab to see which keywords are not meeting this criteria

Quickly diagnose your keywords to figure out if they are showing or are restricted by Quality Scores and bids. On your Keywords tab, click on Keyword details and select Diagnose keywords.

How to do it…

To improve your ad rank, you can:

  • Increase your bid
  • Improve your Quality Score

Increasing your bids is the easy fix short-term solution. However, continuing to increase how much you spend on each click when your ad rank slips is not going to be profitable in the long run.

The long-term strategy to improving ad position is to raise your Quality Scores. To improve

Quality Score, start with the following:

  • Refine your campaign structure, breaking out related keywords into their own ad groups, which will help you write more relevant ads.
  • Refine ads with more compelling ad copy, using keywords in ad text.
  • Pause lower CTR ads if you are running multiple ad variations.
  • Add negative keywords to weed out impressions that are not relevant and are weighing down your CTR.

How it works…

Your ad rank determines your ad position, or where your ads show in relation to other advertisers. The ad rank formula consists of your Quality Score and your bid:

Ad rank is calculated each time your ad enters the ad auction. This means that for each new query your ads could appear in a different position.

There’s more…

The higher your Quality Score, the less you’ll need to bid to maintain your ad rank. This strategy helps Google Ads ensure high quality ads on Google.com and encourages advertisers to optimize their accounts.

Changing keyword match types

Keyword match types control who sees your ads and how the keywords you have chosen are expanded to match other relevant queries. Using too many of your keywords in the most restrictive match types can limit your traffic, while using too many broad keywords can generate some or a lot of irrelevant clicks.

Getting ready

Determine which keywords you might want to change match types for. Here are a couple of common edits advertisers make:

  • Broad match keywords with low Quality Scores and no conversions.
  • Change to phrase or exact match to restrict variations.

Exact match keywords with no impressions. Change to more general match type to broaden reach.

How to do it…

To change a single keyword’s match type:

  • Go to the Campaigns tab.
  • Click on the Keywords tab or click on a specific campaign and ad group first.
  • In your keyword table, click on the keyword you’d like to edit. Before you can proceed, you might need to agree to the system warning by clicking on Yes, I understand. The system warns you that if you edit a keyword, it will be deleted and treated as a new keyword in Google Ads. You can check the Don’t show this message again checkbox so you don’t have to see this warning each time you edit a keyword.
  • Next, you’ll be able to choose a different match type from the drop-down menu. In this screenshot, we are choosing to change a broad keyword to a more specific match type.
  • Click on Save.

To change match types for multiple keywords:

  • From your Keywords tab, check all of the keywords you’d like to edit.
  • From the Edit drop-down menu, choose Change match type.
  • Choose what you’d like to change your match type from and to.
  • Since changing a match type deletes the old keyword and creates a new one, you have the option to create duplicate versions of the keywords you have selected and add them in the new match types. To use that option, check Duplicate keywords and change match type in duplicates.
  • Click on Make changes.

How it works…

Changing a keyword’s match type deletes the old keyword and creates a brand new keyword in your account. It also resets a keyword’s history to 0, but performance data will still be available for all deleted keywords.

Scheduling ads to run during key days and times

Many advertisers choose to run Google Ads campaigns only during hours when they have customer support available. If you have a limited budget, you might want to focus your ad budgets on days and times your customers are most likely to be looking for you.

Getting ready

Determine if ad scheduling is necessary and appropriate for your business. Advertisers that may benefit from this include businesses that operate primarily during specific hours. For example, a website with customer support available to take calls during business hours only, or a pizza delivery service that only delivers evenings.

Review performance by day and hour of day, keeping in mind that you will see fewer clicks and impressions during less busy times, so you have focus on conversion rates and CPA instead. Some advertisers get great conversion rates during off peak hours, late at night and in the early mornings, when fewer advertisers are competing in the ad auction.

Keep in mind how your customers interact with you. If you rely on calls and only have customer support during specific hours, make sure your ads are focused on when you have the proper support available.

How to do it…

To enable ad scheduling:

  • Go to the Campaigns tab.
  • Click on the specific campaign you’d like to edit.
  • Go to the Settings tab.
  • Select Ad schedule.
  • Click on Edit ad schedule.
  • Click on + Create custom schedule.
  • From the drop-down menu, choose to create a schedule for all days, Monday through Friday, or specific days of the week, and then set your hours.
  • Click on +Add to add additional parameters.
  • Click on Save.

How it works…

Ad scheduling helps you control when your ads appear to potential customers. Ad scheduling is set at the campaign level, which means that it applies to all keywords and ads within a single campaign. By default, Google Ads campaigns are set to run all days of the week and all hours of the day.

There’s more…

When you set up ad scheduling, keep in mind your account’s time zone. You can find out your time zone by going to My Account | Preferences. Google Ads will also reference your time zone as you create a custom schedule for each campaign. You cannot change your time zone.

Expanding your keyword list

Expanding your keywords will be one of your main strategies to increase clicks as well as conversions. Just as markets evolve and search patterns change, your keywords also need to be updated in order not to become stagnant. Here we will discuss several tools you can use to build up and refresh your keyword list.

Getting ready

Review your website and compare your list of products and services to your Google Ads account. Are your current keywords covering all of the categories you specialize in? Are there other ways to describe some of your key offerings? Who are your main competitors and are they doing PPC?

How to do it…

To expand your keyword list, try one of the following strategies.

Automated keyword suggestions

To see automated keyword ideas relevant to your website, follow these steps:

  • Click on the Campaigns tab.
  • Go into a specific campaign and ad group.
  • Clock on + Add keywords above your ad group’s current keyword summary.
  • Google Ads will suggest new sample keywords based on a scan of your website grouped into related categories.
  • Click to expand each category and review the suggested keywords. If you like a keyword, click on Add to move it to the Add keywords box. Do not simply add all of the automated suggestions, as not all of them will be specific enough. You as a business owner know your audience best and should pick and choose only the keywords that are the most relevant. Make sure that you are not adding keywords that may be already present in your other campaigns or ad groups.
  • Click on Save after adding all of the relevant keywords.

Search terms report

Review your search terms report regularly and add any relevant keywords that resulted in clicks and conversions. Click on Add as keyword recipe after viewing your search terms to add them to your account.

Competitor keywords

Use websites such as spyfu.com to see what keywords your competitors’ ads are appearing on and to download their keyword lists. Enter a competitor’s URL into the search box to uncover profitable keywords you missed.

You can download a competitor’s full keyword list, sort, and filter it, or export it to an Google Ads-friendly format. The tool can even organize a domain’s keywords into targeted ad groups so you have less manual work to do.

Google’s keyword tool

In addition to entering your own domain into Google’s keyword tool, try typing in a competitor’s website and see what keywords are being recommended.

How it works…

Adding new relevant keywords to your Google Ads account will help drive more impressions and clicks. With new and unique keywords, you can capitalize on previously untapped opportunities to drive new leads and sales.

Analyzing ad copy performance and picking top performers

A big advantage of Google Ads over traditional media is that you can easily set up and run multiple ad versions in just minutes. Even better, you’ll get fast responses via real-time votes or clicks from your actual customers on what speaks to them so you can fine tune your message to reach even more qualified visitors.

Getting ready

In order to compare ads against one another, you’ll need to set up multiple ads within an ad group. Create no more than 2 to 3 ads per ad group while you are testing. Let your ads accumulate some impressions and clicks before you make decisions about the effectiveness of each ad.

How long you’ll need to wait before analyzing your tests will vary greatly based on how many impressions and clicks you receive, which will partly depend on your budgets. The general rule of thumb is to have at least 1000 impressions per ad copy before analyzing performance.

Set your campaign’s ad rotation to rotate evenly to get an even split in impressions to each ad.

  • If an ad is getting a high CTR but no conversions, it might not pre-qualify visitors enough and it might in fact be too appealing. Pausing it might lower your CTR, but if another ad is converting better and your goal is to have more conversions, pausing the high CTR ad without conversions might be a cost effective decision.
  • Once you determine a winner and a loser, pause the lower performing ad.
  • Some tests will have a major positive impact and others will fall flat. Continue to add new ad text variations to keep your message fresh and learn about what your customers will find compelling.

How it works…

Pausing low -performing ads helps you get more impressions and clicks on ads that work better. Even if you turn on Optimize for clicks or Optimize for conversions ad rotation settings, your low performers will continue to show occasionally. Figuring out which ads are meeting your goals and pausing the ones that don’t ensures that the ads that work are shown to more users.

Adjusting budgets to maximize traffic and conversions

Most advertisers, except for large companies with unlimited funds, have specific budgets for Google Ads that will need to be managed and redistributed among the different campaigns. This section discusses the key considerations and data to review as you decide where to focus your funds.

Getting ready

Keep in mind your overall ad budgets. Also, review your current performance and outline your goals. Are your conversion rates and cost per conversion acceptable and you’d like to get more such traffic? Or, are your current CPAs a bit outside your comfort zone and you need to improve on that?

How to do it…

  • First, determine which campaigns are limited by budgets.
  • In your main Campaigns tabs, some campaigns may show a Limited by budget message, indicating that they could earn more impressions and clicks if you raised your daily budget. Sort your campaigns by the Status column to see which campaigns are limited by budget.
  • You can also review competitive metrics Search Lost IS (budget) and Display Lost IS (budget) to find out which campaigns are losing impression share due to low budgets. Customize your column views to see those metrics and sort the data to highlight campaigns where ads are not capturing all possible impressions. The higher the percent, the more impression share you are losing due to insufficient funds.
  • Next, analyze conversion rates and cost/conversion for each campaign that’s limited by budget.
  • If a campaign is within your target CPA and is losing impression share, move some funds over from a less profitable campaign.
  • If a campaign is outside your target CPA and it’s limited by budget, it might not make sense to raise its budget, since this would further increase your overall CPA.

How it works…

With Google Ads, you have the flexibility to adjust budgets across your different campaigns at any time and as often as you would like. Performance varies and shifts all the time, which is why budgets should be monitored and adjusted regularly to maximize returns.

There’s more…

You can change your budgets in bulk if you have a large number of campaigns that will need to be adjusted. After selecting your campaigns, click on the Edit button and choose Change budget.

Then, choose to set your budgets to a specific amount, or increase or decrease budgets across selected campaigns by a specific percent. You can set an upper or lower budget limit to make sure your budget changes are not going above or below what you are comfortable with.

Tips to increase traffic

If you’re getting great results from Google Ads, chances are you would like more traffic.

Be cautious as you expand and implement the proposed strategies, focusing on a select few at a time to keep your ROI steady.

Getting ready

Review your current campaigns and figure out which ones are meeting your ROI goals.

You’ll want to start your optimization efforts there.

Catalog your current strategies and campaigns:

  • Are your campaigns targeting all of the relevant locations?
  • Are you advertising all of your current products and services?
  • Have you tried running ads on Google’s Display network?

How to do it…

To increase traffic, try the following strategies:

  • Increase your budgets on campaigns that are restricted by budgets and not showing ads as often as possible. Check lost impression share and move more funds to campaigns that have high Lost IS (budget) percentages. Lost IS (budget) metrics show you how often your campaign’s ad did not show due to a limited budget.
  • Raise bids on ad groups that are losing impressions share (Lost IS (rank) metrics) due to low ad rank. Focus on ad groups that are generating conversions within your CPA goal.
  • Change your campaign’s ad delivery from Standard to Accelerated, so ads are displayed as soon as possible.
  • Expand your keywords with additional relevant terms. Create new ad groups for the new keywords to stay organized and keep your campaigns themed and your Quality Scores high.
  • Add new campaigns and ad groups for products and services you are not currently advertising. For example, if you sell car parts and are only advertising your Honda car parts through Google Ads, add campaigns for additional brands you feature, such as Toyota or Mercedes.
  • Test the various targeting options available through Google’s Display network. If you are already running display campaigns, consider adding some of the less frequently used campaign types. For example, you can target display ads through interest categories to reach users visiting pages about specific topics.
  • Consider expanding your locations to additional relevant geographic locations where your customers are located as well as targeting additional appropriate languages.

How it works…

Raising your bids and budgets helps you achieve a better ad rank and increases your ad delivery with your ads showing more throughout the day.

Adding new campaigns and keywords helps to increase your impressions and clicks through new terms that you were not previously bidding on.

Loosening some of your campaign settings, such as location and language targets, can help you reach additional customers not captured through your previous settings.

Running search term reports to optimize keywords

If you are using keywords in match types other than exact, your ads are showing on a number of other variations that you should be aware of. You can find out what these variations are through the search terms report and use it to add new relevant keywords or exclude the irrelevant queries.

How to do it…

To run a search terms report:

  • Go to the Campaigns tab.
  • Go down into a specific search campaign or ad group. You can also run a search terms report for keywords across all campaigns, but it might be overwhelming and difficult to focus. It is recommended that you start with specific campaigns instead.
  • Go to the Keywords tab.
  • This recently changed in Google Ads. This sentence should read “Click on the Details button and select All under SEARCH TERMS.
  • Next, you’ll see a list of search terms that triggered your ads as well as CTRs and other performance data.
  • Column Added/Excluded tells you if a keyword is already a part of your keyword list (Added), if you previously excluded it (Excluded), or if it triggered your ads but you have yet to add or exclude it (None).

Once you know what search terms are triggering your ads, you have three options:

  • If a keyword has solid performance, such as a high CTR or has generated conversions, add it to your account. You can do so easily from within the Google Ads interface by selecting the high performing keyword and clicking on the Add as keyword button above the report.
  • If a keyword is irrelevant to your business, has low CTR, or has not generated any conversions despite high costs, exclude it from your keyword list. Be careful not to use negatives that could prevent your relevant keywords from showing. Select the low performing keyword and click on the Add as negative keyword button. You will need to select whether the exclusion should apply to just the individual ad group or to an entire campaign.
  • You can choose to download your search terms into an Excel file or other convenient format as well as schedule it as an ongoing report that can be e-mailed to you.

How it works…

The search terms report shows you the exact queries that triggered your ads and led to the clicks. It is available for searches performed on Google.com and Google’s Search Partners.

Search terms reports are not real time; they have a one-day delay before you see the data. You will only see impression data if a search term generated at least one click in the last 30 days.

There’s more…

If you’d like to eliminate clutter in your search terms report and only focus on keywords that you have not added or excluded already, you can create a filter after viewing your keyword details. Saving this filter will allow you to access it again the next time you log in.

Optimizing bids for ROI

ROI focused bid optimization is the key to keeping your conversion rates high and CPA as low as possible. Many advertisers get distracted by ad position and keep increasing their bids to stay above their competitors. That’s not always the optimal strategy, when it comes to ROI.

This recipe focuses on identifying which keywords to adjust bids for and how to adjust them based on conversions.

Getting ready

In order to optimize for ROI, you will need to implement conversion tracking and your keywords will need to have accumulated some data that you can work with.

Also, keep in mind your overall CPA goal. That goal will help you identify ad groups and keywords outside and within a profitable range.

How to do it…

You can optimize bids at the ad group level as well as at the keyword level. The rule of thumb is as follows:

  • Increase bids on ad groups and keywords that are converting within your target CPA, so you can get a better ad rank and more clicks.
  • Decrease bids on ad groups and keywords that are converting outside of your target CPA. This can help you lower your CPA on terms that are currently not cost effective.

For the purposes of this exercise, we’ll focus on keyword bid strategy, but the same general guidelines apply to ad groups as well. The following table outlines the recommended bid adjustments for various performance scenarios with a CPA goal of $10.

KeywordCPARecommended bid action
   
New car$15.34Decrease bid
Honda dealership$12.67Decrease bid
Honda civic$9.35Leave the bid as is
Honda civic best price$5.36Increase bid
   

Here are four ways you can interact with your Google Ads data and use the various Google Ads tools to prioritize bid optimization efforts:

  • Sort keywords by Cost/conv. (1-per-click) to see the most costly and highest CPA terms first. Decrease bids on the worst offenders. You can start with a 20 percent decrease, but if the CPA is way outside of your target, you might want to decrease bids even more.
  • Create a filter that isolates all cost effective keywords. Increase bids if the CPA is well within your target.
  • Create a filter to isolate all costly keywords with no conversions to see where you are spending money without any results. Decrease bids on these terms or pause them.
  • Monitor and adjust bids on a regular basis to ensure CPAs stay within your targets. You can even set up automated rules to increase and decrease bids regularly (such as each week or every day) based on performance.

How it works…

Increasing and decreasing your bids based on prior conversion data will help you bid more on keywords that are working for you, and less on keywords that do not convert.

There’s more…

To automate the process of adjusting bids, you can test CPA bidding in Google Ads to let the system adjust bids for you based on a specific CPA goal. Make sure to watch results closely after you implement conversion optimizer, as it does not work for all advertisers. If CPA bidding does not produce the desired results, you can also try enhanced bidding.

Optimizing keywords to improve ROI

You’ve set up your campaigns and added lots of keywords, and people have started clicking on your ads. Now the ongoing work of fine tuning begins. A key aspect of optimization is making sure that the keywords that work for you get the most possible exposure while the keywords that do not are properly identified.

Getting ready

First, understand your low and high performers. Customize your keyword columns to include conversion metrics.

Use filters and sorting to identify keywords that fall within and outside your CPA goals. Download keyword data into an Excel file, or another easier to work with format.

How to do it…

First, focus on your top performers:

  • Create separate campaigns for your best keywords to set a unique budget for top performers. This will help you ensure that your other, less profitable, keywords are not taking impressions away from your highest ROI terms.
  • Increase bids on keywords that are profitable but are not appearing in the top position. This will help you get a better ad rank and more clicks from keywords that you know do well.

Next, make changes to keywords that are underperforming:

  • Lower bids for keywords that are converting at high costs or on keywords that have accumulated lots of clicks without any conversions.
  • Add negative keywords to improve CTR and quality of your low performing keywords.
  • Restructure by moving poor performers into their own ad groups with custom ads.
  • Try using different, more specific landing pages that better match your keywords.
  • Change the keyword match type to a more specific keyword matching option. This can help you reduce impressions and improve CTR.
  • If a keyword continues to under-perform, pause it. Click on the green status button to the left of the keyword you wish to pause and change the status from Enabled to Paused.

How it works…

Excluding IP addresses from seeing your ads

Are you worried that competitors are clicking on your ads? The good news is that Google Ads offers a comprehensive click-fraud system that will in most cases filter out those clicks from your bill. However, you can also exclude competitors and other suspicious IPs from seeing your ads to further protect yourself.

Getting ready

Google Ads does not provide IP address data for impressions and clicks you receive. However, you can get this information from your web logs.

How to do it…

To exclude specific IP addresses:

  • Go to the Campaigns tab.
  • Go to the Settings tab of a specific campaign you’d like to add IP exclusions to.
  • Scroll down to the Advanced Settings until you see + IP exclusions and click to expand this section.
  • Click on the Edit link.
  • Enter one IP address you’d like excluded per line.
  • Click on Save.

How it works…

IP address exclusion in Google Ads blocks your ads from showing on related computers and networks. You can exclude up to 500 addresses.

Be careful about excluding certain generic IPs that internet service providers (such as AOL) assign to a large number of their users.

Optimizing your landing pages

Your landing pages are a key part of the sales process and need to convince the visitors who clicked on your ads not only to stay, but to continue browsing your website and buy what you are selling. A typical visitor stays on a website only a few seconds before deciding to bounce, and it is the job of your landing page to keep potential customers from leaving. Even if you have chosen the best keywords and ads, your online campaigns will not be a success without an effective landing page.

Getting ready

Analyze your bounce rates and time on site through Google Analytics. Figure out if specific campaigns and ad groups have higher bounce rates than others and zero in on the landing pages you are using.

How to do it…

First, make sure that you are taking visitors to the most appropriate pages on your website. Perhaps you are taking your visitors to a page that’s too general or too specific, and there is a section that is a better match for your keywords.

Next, consider some of the landing page optimization best practices to help improve engagement and conversions:

  • Customize your landing page’s headline to your keywords. This will help reassure the users that they have arrived at the right place and will help boost your Google Ads Quality Scores.
  • Keep important information above the fold, including your heading and any other important elements.
  • Make your conversion activity prominent and easy to spot. If you are capturing leads, your lead form should not be below the fold where many visitors might not even look. If you sell products, the product “Buy” button should be big and enticing.
  • Keep your forms short and only require users to fill out the most essential information. Each additional form field you add reduces the chances that the form will actually be completed.
  • Include customer testimonials on your landing page to build trust and showcase what others love about your business.
  • Include affiliations, guarantees, awards, privacy, security statements, and other reassurances that help build trust and reassure your customers of your credibility.
  • Focus on a single call-to-action. Your landing page should have a single purpose. Do not distract visitors with too many options, such as a newsletter sign-up, whitepaper download, and a demo request all at once.

Experiment with “Submit” button text, trying more enticing and non-intimidating language. For example, avoid the commitment-heavy “Subscribe Now” and try the less committal “Unlimited Access” instead.

Show your products and services being used in context.

Reduce unnecessary language and navigation, keeping the steps to complete a conversion short. Write succinct and to the point copy using easy-to-read bullets.

Keep testing and reiterating until you find what works best for you. There is no one size fits all approach when it comes to landing pages.

How it works…

Landing pages are a part of Google’s Quality Score formula, affecting your overall ad performance. Your landing pages need to reflect your keywords but also be transparent and easy to navigate.

There’s more…

To test different versions of your website and the impact of changing various landing page elements, set up Google Analytics Content Experiments. Content Experiments help you figure out which landing page elements work better for your predefined goals, such as signups or purchases. You can read more and find out how to get started at

http://support.google.com/analytics/answer/1745147?topic=1745207.

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