Your Google Adwords campaigns have been running for several weeks and you have correctly followed the . It is at this moment when we must establish objectives for different metrics and in turn a series of actions to achieve those objectives. In this article we explain how to use Google Adwords by setting goals.
We will divide the objectives of our campaigns into three types:
- Visibility.
- Relevance.
- Results or conversions.
Each of these three objectives will have a series of metrics that we must focus on to know how to use google adwords getting the most out of it:
Visibility in Google Adwords:
When talking about visibility, we talk about how many times our ad is being seen and in what position. We will mainly establish two objectives:
Impressions:
Without impressions there is no visibility, therefore it is essential that we have a constant volume of impressions. Think that the CTR in Google Adwords for search campaigns can be between 3 and 5 percent. Therefore, to generate 1 click, most of the time you will need between 20 and 30 impressions beforehand. Make your calculations according to the objective of daily clicks of your campaigns of how many impressions you need.
Middle position:
Establish a middle position between second and third place. Being in first place possibly means that we are paying the highest CPC and falling below fourth position would mean that we risk our ads not being shown at the top of the page. There may be times when if a keyword is very profitable for us, we want to be in the first place to get the highest percentage of clicks on impressions. We would establish this after a month of campaigns, when we have done an analysis of which keywords bring us the conversions at the best cost. In order to increase your average position, the ideal is that you increase your CPC and quality level.
Search impression share:
It is a very useful and sometimes forgotten metric. It tells us the percentage of times that our ad has appeared compared to the total number of searches that have been carried out. So if we are told that we have a 70% search impression share, it means that our ad has been shown 7 out of 10 times that it has been searched for the keywords we are bidding on. The goal is to have a 90% to 95% search impression share when starting campaigns. To get this value up, you must have an optimal quality level and also adequate bids to appear in the first results.
Here you can see a screenshot with those three main metrics that globally will help us achieve the desired visibility of our ads:
Relevance in Google Adwords:
Relevance by definition is the characteristic of that which is relevant (that is, that it is fundamental, transcendent or substantial). Well, the second objective that we will establish in our Google Adwords campaigns is that they are relevant. This transcendence is focused on the user and should answer the following question Are my Google Adwords ads fundamental or transcendent to the search that the user is doing?
In order to answer this question, we will have to focus on the main relevance metric, the CTR:
CTR or Click Through Rate:
The CTR is calculated by dividing the number of clicks received by the ad (usually a banner) by the number of times it was seen (impressions) and multiplying by 100. That is, the percentage of times my ad has been seen and has been clicked on. How to use in Google Adwords the CTR depends a lot on different factors.
The CTR will depend on the average position. We cannot expect to have the same CTR if we are in the first position as if we are in the third position. We will establish an ideal CTR of 5% as an indicative objective, being acceptable above 3%.
In this article you will discover everything related to the
In this table you can see indicatively what a good CTR is depending on the position you occupy:
Position 1: 6%+ CTR.
Position 2: 4-5% CTR.
Position 3: 2-3% CTR.
Position 4: 1-2% CTR.
Fifth position or below: 1% CTR.
In addition, we always recommend you to achieve relevance:
- Do A/B test of ads to stay with the one with the highest CTR.
- Get a very granular structure of your campaigns across multiple ad groups. Ideally, your ad groups should always have 5 to 15 keywords and these should be similar to each other. I recommend you not stop here, the structure of your campaign must continue to grow and when you detect that there are keywords that generate a good number of clicks, you can separate them and make a new group of ads.
- Make relevant ads: If your ad group is bidding on keywords related to “emergency vet” you will need to make sure that these appear in your ad. In order to get the user’s search to appear in the text of your ad and thus increase relevance. A quick, if somewhat unpredictable, way to accomplish this is to use the
- Add negative keywords: Think that if you get rid of searches that are not relevant, you can stop appearing for these searches. In this way we recommend you start with a good volume of negative keywords and add new ones once a week.
But we cannot stop talking about relevance if we do not mention the key to the operation of any Google Adwords campaign:
The quality score or level of quality:
Google’s definition: Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad placement.
The quality score is assigned at the keyword level and is measured between zero and ten. The ideal is that we are always above seven. If you want to know how to get a good level of quality or quality score in Google Adwords, I recommend you follow these actions:
- Take care of the CTR: Make sure you have your keywords above the mentioned CTRs.
- Take care of the relevance of the ad: Make sure that the search that the user has made appears in your ad.
- Take care of the relevance of the landing page: Make sure that the search made by the user appears on the landing page and that it is relevant.
Conversions in Google Adwords:
And we come to the key so that your campaigns are generating good results, conversions. A conversion is a goal. In other words, if we offer services and what we want is to generate contacts from potential clients, we must objectively count the completion of a form on our website. Another can be the case of e-commerce where the objective is the sale.
Speaking of conversions, the best way to measure them is by talking about conversion percentage. And here the eternal question: How do I know my conversion rate is good? The answer is that it is totally relative: It depends on whether we consider conversion, it depends on the sector, time of year, competition. If I sell air conditioning installation, can I expect to generate the same contacts with the same clicks in January as in August? Indeed, the answer is no.
In any case, there are very interesting studies that can serve as a guide, which speak of the following conversion rates:
Landing page with information request form: Greater than 3%.
E-commerce in Spain: Between 1% and 2%.
Take these metrics as simple references and focus on improving your own conversion rate. It’s the best way to know you’re doing it right.
What can you do to improve your conversion rate?
Focus on the most transactional keywords or keywords or the ones with the highest conversion percentage. This will help you improve your account’s overall conversion rate against keywords that are low converting or just lead to non-converting clicks.
Optimize your landing page: In this article you can find very interesting information about
We hope you liked the post «How to use Google Adwords with objectives».
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