The Google Marketing Podcast

Let’s Talk With Jordan From Google Adwords…

Mike: So, last week we spoke about landing pages, and this week, we promised we’d speak about reporting. Earlier in the podcast, I kind of went through the definitions of what CTR and CPC and TLA and all of these other three letter acronyms are. Hopefully we will get Paul in on some of those definitions. So, let’s get with it! What we thought about discussing was the basic reports for Google AdWords that a new user needs to know about, as well as the basic information or columns that most new users need to focus on first when they get into Google AdWords .

Jordan: Perfect! So, what are the things that we will look at here? What are we going to talk about for the next 20 minutes or so?  So, I want to go through a couple of things. If anyone is looking at their AdWords account right now, that’s going to be perfect, because you can follow along with me. And if you’re not doing that, that’s okay, too. So, the first thing you want to look at when you’re looking at your campaign that’s been running for a week, or maybe a day,is how many clicks you have gotten. So, how many clicks have you gotten in the last two days, in the last three days? And you want to look at exactly how many you’re getting each day, and then you want to look at the threads. Is it increasing?Is it decreasing?O Are my average costs the same? It’s going to be a bunch of different columns that you can kind of go through for that, but you look at average CPC. I mean, that’s going to be amongst all your clicks. Now, remember that you can always keep in mind that in the right corner, you can always set the date range. So, say that you want to look for the last five days or the last seven days, if you’re running a five or seven-day campaign; you can set that time-frame in the top right corner.

Mike: Do you ever suggest a particular time frame that people should get used to looking at?

Jordan: I would always look at the last seven days, but when you do that, you have to make sure you do it as a custom-day range. This is because, when you click on the last seven days in the dropdown menu, it’s going to actually happen. It’s going to give you the last seven days, not including the date that you are on. So, you want to make sure that you are setting it up so that it’s the last eight days, essentially so that it will include today. So typically when you open up your account, it will be there. Sometimes, it won’t, but we want to look at those things.

So, you’ll have the chart in front of you. I mean, you should be in a campaign for many tabs, and it will have campaigns, campaign types, campaign subtypes, your budget, your status as far as if it’s eligible, if it’s pending, things like that. It will show whether it is post ranked, the number of clicks, and the number of impressions. Now, obviously, the numbers of clicks are going to be the number of times that someone has clicked on your ad, and the impressions will be the number of times that your ad is actually shown. Now, the column that follows directly after that is CTR, which is the click through rate. The click through rate is going to be shown as a percentage, and that percentage is going to be based on the number of clicks, relevant to the number of impressions that you have.

Say that you have 24 clicks, and you have a thousand impressions.You’re going to have about a 2.3 click through rate, because that’s taking the clicks and dividing it by the number of impressions, and it kind of gives you a percentage of exactly how many people are clicking your ad for every hundred who see it. If I have a hundred people who have seen my ad, I have a hundred impressions, and I’m going to get at least 2.3 clicks. That’s kind of the mentality I have. If I can get a 2.3% click through rate, I know that for every hundred people my ad shows to, I can get at least two people to click on it, hopefully, based on that CTR that I’m looking at.

Mike: Now, this is where also we always mentioned that people need to be focused on getting at least a 1.0 at this number.

Jordan: At least a 1.0. What I would say is that if you  show your ad to a hundred, people and you couldn’t get any of them to click on your ad, maybe there’s something wrong with your ad.  I know that’s kind of harsh, but that’s the reality. If you can’t get at least one person out of a hundred people to say, “You know what? I approve this,”  then something is wrong. There are so many people from various backgrounds with various belief systems who  had to have come there. So, if you can’t find the one person that has your goal in common and wants to buy your product or service, then you needed to rethink what your ads are saying, and then go in and look at it like this: “Okay. Are they not being effective? Are they getting across the points that I want to get through?” That’s what we want to look at, and so that’s kind of what we’ll go through.

Mike: It’s just some of these things, as you’re talking about them, remind me of conversations we had at previous podcasts, and so I want to tie them back up in the reporting aspect, and I know that we’ve mentioned that people want to at least see a 1.0 click through rate.

Jordan: Exactly. And so just remember and keep that in mind: 1% click through rate. That’s going to be a good standard to say, “Hey, you know what? My ads are performing fairly well. I’m getting at least 1% of a hundred. I have a good click through rate of 1%, at least.” Anything above that, and then we can start to talk about, “Okay, now this is a really good campaign!” When we’re seeing these five, six, and seven percent click through rates, we know that we’re highly relevant, that people are searching for us, and that we have the right keywords, because people are typing in things, and if we can pull up the ads that are very relevant to the keywords they’re typing in, that means that we’re doing a pretty good job on our ad groups, because that’s where the themes come in. You group all your keywords and the ad groups, and then those ads will show to those keywords.

So, staying relevant is going to help you keep a good, solid click through rate. Another thing that I will tell you is to make sure your click through rate isn’t affected by negative aspects, like some keywords that have nothing to do with your campaign. I mean, that’s why you put negative keywords. Say that you have a campaign, and your click through rate shows that it is above 1%. That could mean that your campaign isn’t terrible when you look at the ads, or it may mean that you need to look a little bit deeper into the keywords, and then even deeper into the search terms, right? You want to make sure you run those people’s report at least once a week, because that’s going to show you what people were often searching for over the last week that you haven’t looked at So, every week, you have a bunch of new search terms. Now, don’t get shocked!Y You’re going to be surprised with some of the search terms that people used to find you, whether they are looking for you or not looking for you; there will be some lessons there. I promise you that.