Part 7: Google Ads Guide: Part 7 // Remarketing ; What is Remarketing? (bigmoney.vip)

Now that we have understood the interface, the algorithm of Google Ads, setting up advertising campaigns in Search, Display, Shopping and YouTube – it's time to talk about how to evaluate the effectiveness of an advertising campaign. What methods of evaluating an advertising campaign are there? What metrics of the advertising campaign to monitor first? It's all in this issue. It will be useful for those who set up the RC themselves, and for those who order the setting of contextual advertising from specialists to know how to control contractors. By tradition: get comfortable, then there will be a lot of exciting!

What to track – ad campaign metrics

Below is a list of the most important metrics in Google Ads to analyze the effectiveness of an advertising campaign in order from least to most significant. Knowing and tracking their changes, you will understand the general state of the Republic of Kazakhstan and its effectiveness for business.

1. Clicks. Just the number of clicks on your ad.
2. Impressions. Lets you see how many times users have seen your ad. Counted every time it appears on the search results page or in the Google Display.
3.  Click Through Rate / CTR. The ratio, which shows how often users click on your ad after viewing it, is a very important indicator of the effectiveness of advertising. CTR is the number of clicks divided by the number of impressions:

(clicks ÷ impressions) * 100% = CTR

For example, with 10 clicks and 50 impressions, the CTR is 20% ((10 ÷ 50) * 100% = 20%). Google takes clickability as an indication of the relevance of an ad. And the higher the CTR, the higher the ad quality score.

4.  Quality Score. A score from 1 to 10, which Google assigns to the advertising campaign. The more relevant your ads are to visitors, the higher the Quality Score and the lower the cost per click (CPC). Also, a higher score gives other advantages, for example, higher average positions and a higher percentage of impressions received.

5.  Average Cost Per Click. The average amount you pay per click on your ad, keeping in mind that different keys and placements may have different maximum cost per click. It is calculated as the ratio of the total cost of clicks to their number.
6.  Average Position. A score from 1 to 7, which allows you to evaluate your ad's ranking against competing ads. The ranking depends on the order in which ads are placed on the page.
7. Percentage of impressions received /Impression Share. This is the number of impressions received, divided by the number of possible impressions as a percentage, i.e. the number of auctions won in relation to possible impressions. The higher the metric, the more effective your ad is, and it's harder to squeeze more impressions out of it. The percentage of impressions may change when new competitors appear or bid more aggressively in the segment.
8.  Conversion. A conversion is any successful action that you highlight: selling a product, uploading a file, ordering a callback on the site, and so on.
9.  Cost Per Conversion. This is your total ad value divided by the number of conversions. If you spent $50 and got 25 conversions, the cost per conversion is $2. The indicator is also called Cost Per Acquisition and Cost Per Action (CPA).
10.  Conversion Rate. This is the number of conversions divided by the number of clicks. For example, if you have 5 conversions out of 100 clicks, then your conversion rate is 5%.

Now let's move on to the extremely important indicators of the effectiveness of the advertising campaign:

Return on Investment / ROI. A very simple calculation: the total amount of money earned minus expenses, expressed as a percentage or proportion, which shows the return on investment. For example, you spend $ 100, and from the sale you earn $ 400, net income - $ 300. This means that your ROI is 1:3 or 300%.
Return On Ad Spend / ROAS. The same calculation as ROI only applies exclusively to advertising spending.
Стоимость за продажу / Cost Per Sale. Usually, leads brought to the page through the ad need to be converted into sales with the help of additional actions: telephone conversations, meetings, etc. This means that through the service it is impossible to 100% accurately calculate the cost of selling goods. Thus, the cost per conversion will almost always be less than the real cost per sale – unless the conversion is a sale (as in e-commerce). It is important to remember this in order to correctly calculate the profitability of the business.
Closing Rate or Sales Rate. According to the same principle as there is a conversion rate, there is also a closing coefficient of the transaction, i.e. the sales rate. For example, you have 100 potential customers and 20 closed transactions on them. Thus, the closing ratio of transactions is 20%.

Track ad campaign metrics
We figured out what needs to be tracked. It's time to figure out how to do it correctly. And doing it right with UTM and ValueTrack, of course.

So, UTM tags are added to the URL and allow you to track traffic by sources of entry, campaigns, goals and keys through which the user found the ad. At the same time, Google Ads allows you to use additional parameters like ValueTrack. ValueTrack parameters are added to the URL in curly braces, {}. You can use them in final URLs, tracking templates, and custom parameters. That is, they are embedded on the principle of UTM-tags, but allow you to track more different characteristics.

Here is a list of the most useful, from our point of view, parameters:

{network} — shows the type of network, where g is the search network, s is the search partners, d is the display network.
{placement} — the site for displaying the ad in the Display System (the site address is indicated).
{adposition} — the position of the ad in Search (for ads in the Display System, the value of none will be used). The page/location/position is listed in order. For example, the value of 1t2 is deciphered:1 — first page;
t is top, i.e. top;
2 — second place.
{creative} is the numeric identifier of the ad.
{keyword} is the key by which the declaration was shown.
{device} is the type of device from which the ad was found, with the following values:m — mobile, mobile.
t — tablet, tablet.
c — computer, desktop.
To configure ValueTrack, the desired parameter is added to the tracking template. This setting is configured when you create a campaign/ad group in the Ad URL Parameters (optional) block.

How to scale the RK - optimization of an advertising campaign in Google Ads
Of course, you can benefit from RK with basic settings, without testing innovations and in-depth study. However, you can always do more, cooler and better. There are enough life hacks and subtleties in setting up advertising, but we will give only a couple of things that you should pay attention to if you plan to scale your advertising campaigns and increase their effectiveness for the client business.

Auxiliary services — optimization of the advertising campaign
So, if you're making large-scale changes as you manage and expand your account, try using Ads Editor – it's a free Google tool.

It can be used offline by downloading one or more of your accounts directly to your PC. So you can do the settings even without a network connection.

Through the editor, you can change the settings in all accounts, search, replace and edit ads, set up targeting, manage negative keywords, view and analyze errors, copy or move items between campaigns or ad groups, undo and repeat changes in any number of groups and campaigns, Create copies of your account or campaigns, set "special conditions" to automatically check all campaigns. All this allows you to improve the advertising campaign.

The tool provides statistics for all campaigns and subgroups of campaigns on linked accounts.

To analyze keys in competitor campaigns, use tools like Serpstat. And never stop expanding your keyword lists and looking for new variations so you can adjust your bids for your brands, competitors, general and multi-purpose keywords. Specifically, we developed the FindKeywords tool service for collecting keys, and the NegativeKeywords tool browser extension for negative keywords. The tools were made as for themselves, so they are as simple as possible and as functional as possible at the same time. See for yourself.

Advse will show competitors' sites for given keywords and give a list of queries for which they are advertised.

Spywords also comes in handy for competitor analysis: with it you can find out the approximate rates for competitor ads and see the ads themselves in text format.

Targeting and sales – optimization of the advertising campaign
Yes, you can get conversions from RK with one level of targeting, but remember that we talked about the "burger principle". The more layers- the "tastier". So try to test several layers of target criteria to optimize advertising campaigns in the Cmc for even greater returns.

And most importantly: remember that Google Ads is just a traffic generator. Not a conversion and sales machine. Not a magic supplier of ready-made customers. To get a good result, you need much more than just creating an Ads account and setting up a couple of RK.

To succeed in PPC, it's important to test different landing pages, monitor conversion rates, and optimize them. After that, it is important to competently turn conversions into real sales - and here you already need to work on sales optimization to improve the closing rate, or come up with new offers to increase profitability from any conversions.

And here we come to an important conclusion: it is not the number of conversions that is important, the quality of sales as a business process that is important.

If sales in the company are delivered qualitatively, it means that more transactions will be closed - and for profitability you will no longer need such a flow of potential customers as before.
So the first priority for the business is still to improve the conversion rate, which will allow you to work with fewer clicks and save money on the advertising budget.

And with that, we can draw the final line with you in our ultimatum guide to Google Ads. We went through all the stages of creating the RK, understood the intricacies of the working Ads networks, learned a ton of hacks and became even closer to competent and effective PPC advertising.

Part 9: Google Ads, part 9: How to Create an Advertisment (bigmoney.vip)