Running and maintaining a successful paid search advertising presence can be more difficult than it appears. A small bid adjustment here, new copy there, maybe a new ad rotation or ad schedule. It’s easy, right? As much as we wished that were true, we find search engines such as Google and Bing constantly keeping us digital marketers on our toes as new features, metrics and updates are rolled out to their advertising platforms. By keeping up-to-date with new industry changes, however, we can ultimately use these updates to aid in the success of our advertising campaigns. Knowing which metrics to prioritize over others is really half the battle. Below are a few newer metrics and our favorite ecommerce metrics to help steer your pay-per-click campaigns into the black.
Analyze performance with historical metrics
History matters, especially when it comes to advertising success. Leverage historical data regarding quality score, ad relevance, landing page experience and expected click through rate at the keyword level. These newly available metrics are located in the Quality Score section of columns in Google AdWords. Use these metrics to compare and analyze performance over date ranges as far back as January 2016. Non-historical metrics are also available detailing current keyword status.
Quality score (hist.) – Identify the movement of individual keyword quality scores over time. View changes over longer periods to document trends and opportunities for improvement.
Ad relevance (hist.) – See improvements or declines in ad relevance with three statuses: average, below average and above average. Use the historical column to identify keywords that are no longer relevant to an assigned ad group. Keywords with continued below average relevance may be opportunities to break out additional ad group targets.
Landing page experience (hist.) – Analyze status updates in line with website optimization or campaign/ad group restructuring. Statuses are only available at the keyword level. Ad groups containing landing page tests will not show segmented performance per ad.
Exp. CTR (hist.) – View Google’s expected click through rate of ads. Add segmentation by day to view daily scores and compare ranges against one another for bigger picture analysis. Historical performance declares average, above average and below average statuses.
Looking for the same information in BingAds? Find historical metrics by running a keyword report with the appropriate attributes.
Conversion based metrics
When it comes down to it, conversion based metrics help make the most out of ecommerce campaigns. Metrics such as conversions, total conversion value and value per conversion help analyze the amount of revenue coming from single keywords, ad groups and campaigns. Add these metrics when modifying custom columns to determine direct profitability of keywords and find opportunities to either pause keywords or lower bids.
Conversion – A desired action based on a code installed on your website. A conversion can be any action such as a purchase, form submission, app download or even a phone call.
Total conversion value – The monetary value of a conversion. This information is pulled from the order total by declaring Order as the conversion value in the default array.
Value per conversion – The average revenue per total number of transactions.
Conversion metrics to do not accumulate data without proper conversion tracking installed. Google AdWords conversion tracking and Google Analytics are great tools to pull in transaction data. However, adding information for both in the AdWords interface can result in double tracking.
Bonus: Install ecommerce tracking by using the free ROI Tracking guide provided by the Volusion team.
These metrics are just a few of our favorites. What metrics do you find helpful when optimizing paid search campaigns? Let us know in the comments below!