How to Measure Your Performance in Google Ad Grants

“If you can not measure it, you can not improve it.” Lord kelvin

As an Adwords specialist, one of the most rewarding parts of my job is to check the metrics of my campaigns on a regular basis. I open my manager account with the expectation that my ads really captured the attention and brought value to my  targeted groups and audiences.

Tracking the different analytics data allows us to understand which are the most relevant configurations and which ones are not having as much impact. With this information we can redirect our resources into new configurations that we know will succeed. 

At the traffic level, the first metric we focus on is our click through rate. This is an indicator that of all the people who are being shown our ads, a certain percentage are clicking on them, which in turn means they found them relevant to their queries. As managers of Google Ad Grants accounts we place a great deal of importance in keeping this metric well above 5% to comply with the program’s policies. To do this we do extensive keyword research, we suggest our clients using best SEO practices to continuously implement their web content strategies, and we create ads based on predicted user behavior. 

When our audiences find our ads relevant and click on them,  the CTR percentage goes up, the quality score of the landing page also goes up, this metric is extremely important because it directly influences the cost of the search campaign. So providing an excellent user experience with your landing page is critical to keeping your cost per click low and maximizing your return on investment. 

Google Ads also provides valuable information on the demographics, locations and devices which we use to deliver different messages to different audiences according to their interests and needs and to optimize the campaign configurations for any device. 

If you want to learn more about measurement of performance in Google Adwords, please go ahead and read our piece in conversion tracking.

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