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Friday, August 24, 2007



Generating Stats with Google AdWords Editor

Performance statistics for your Google campaign can be obtained directly from the AdWords Editor interface. To turn on statistics, click the Data button on the main menu, then Stats, then one of the pre-selected date ranges or the Create Custom Date Range button to create a custom view. You can also click the button with the graph labeled "Showing stats for:" at the top of the page and select a date range. Statistics can be viewed at the account level, the campaign level, the ad group level, or for individual ad group elements such as keywords and ads. To view statistics for each level, click the appropriate link on the left-hand menu.

For instance, to get a quick overview of keyword performance (to see what keywords are costing the most money, and which ones are making the most money), click an ad group name on the left-hand menu. You will then be shown the average cost per click, total cost, conversion rate, and cost per conversion (if conversion calculation has been enabled in the account), among other values, for each keyword. You can then scroll down the list to see which keywords are converting the most or at the lowest cost per conversion. And you can see which ones are costing the most money yet generating few conversions.

You can also quickly see which keywords (or ads, or whatever) are performing the best by sorting them. To sort, just click the header of the column you want to sort by. To see which ones are costing the most per conversion, for example, click the Cost/Conversion column header. It is likely that many of the keywords or ads have no conversions, so this will group the ones that do have conversions together.

The advantage of using the AdWords Editor to view statistics is that it is a much quicker process than using the AdWords online interface, or generating reports through AdWords. As you scan through the list, you can make adjustments on the fly - increasing bids where necessary, turning keywords off, etc. - and then upload your changes.

If you could use some help maximizing the effectiveness of your Google AdWords campaign, contact Work Media at 888-299-4837 or email Info@WorkMedia.net.

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posted by Jerry Work / Chris Work @ 6:54 AM   0 comments

Wednesday, June 13, 2007



Fine Tuning Your Google AdWords Keywords with the Search Query Performance Report

We are running a large campaign for a software company that sales design-related products. A lot of our time thus far on the project has been devoted to ad group "expansion" (that is, expanding the number of keywords and ads in each ad group). It is a multi-stage project, and the first stage is basically to start generating as much traffic as possible, and then later stages will be devoted to improving the quality of the traffic and increasing conversions.

We've been working on the project for a few weeks, and have begun generating a fair amount of traffic. So we decided it was time to take a look at the search traffic that was generating clicks and see what it looked like. We did this by generating a Search Query Performance Report from the AdWords Reports tab. The results were very enlightening.

What we discovered was that we were getting lots of traffic from completely irrelevant searches. We are using broad match, in order to maximize ad impressions, but we discovered that our ads are being triggered by way too many searches that are unrelated to the products we're selling. Despite ad copy that clearly states the nature of our client's business and its products, people are still clicking on the ads even if it is not relevant to what they are looking for.

The solution is to add negative keywords to the ad groups to prevent our ad from being displayed by all of the irrelevant searches. After generating the Search Query Performance report (with the data divided up by ad group), we pulled out bad search terms that had triggered clicks and added those as negative keywords to the proper ad groups. As a result, we should greatly cut down on the number of irrelevant impressions and clicks, which should result in improvement in our conversion rate. And that's the ultimate goal.

So the negative for us is that now we're going to have to do more keyword research to try and generate as much traffic as we can. But we're pretty sure our client will be happy at the prospect of paying much less for conversions. After we add another round of keywords, we'll have to repeat the whole process, generating reports to look for irrelevant search terms that are triggering our ads. But that's what it's all about - iterative improvements over time that maximize account performance.

If you would like Work Media to help you manage or improve the performance of your Google AdWords (or other search engine) campaigns, contact Work Media at 888-299-4837 or email Info@WorkMedia.net.

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posted by Jerry Work / Chris Work @ 9:27 AM   0 comments