In the launch of any Google Adwords campaign, the first 48 hours are of vital importance.
Mainly there are two objectives that we intend to achieve:
- Make sure our campaigns work properly.
- Communicate to our external or internal client our vision of the campaigns.
We will review several elements, to make sure that our campaigns work correctly:
impressions and clicks
At this time it is key to know if the ads are appearing and receiving visits. The easiest way to do this is that after a few hours or 24 hours from the launch of the campaign, we can go to the main Google Adwords panel. If your campaigns launched successfully, they should have started generating impressions and some clicks. You can set the time period as “Today” if the campaigns were launched a few hours ago or “Yesterday” if they were launched during the previous day.
CTR
The CTR or Click Through Rate is the number of clicks that a link obtains with respect to its number of impressions. It is always calculated as a percentage, and it is a metric that is normally used to measure the impact that a campaign has had on Google Adwords. Having a good CTR is a synonym for my ads being liked or drawing attention.
How can we evaluate what is a good CTR?
First of all, for this metric I would recommend allowing approximately 48 hours to do your own analysis. We can’t tell if a CTR is good or bad if your campaign has a few clicks.
It is usually spoken of as normal CTR when we are between 3% and 5% (Being in the first positions). If your CTR is below 3% and you are in the top positions, this may mean that your ads are not attracting attention. If it is well above 5%, it can also mean that you are paying too much. Although we have given this percentage as a CTR reference, it should be noted that the reference CTR varies according to the position in which you are. In this way, you cannot be asked for the same CTR for an ad in first position as in third or fourth.
budget consumption
After 24 or 48 hours, you should review the budget consumption. Is it close to the plan? Is it far below? If you find that your budget consumption is much lower than your daily budget, you should consider creating new campaigns or ad groups to increase targeting. Ideally, the daily budget consumption should be close to the established one. It can also happen that campaigns are limited by budget. This is important as in the previous case, communicate it to the client so that he understands the start of the campaigns.
Do you think your campaigns could consume more budget but you don’t know how to do it?
middle position
As in the CTR, for this metric I recommend allowing approximately 24 or 48 hours to analyze results. The average position is the metric that indicates the average position my ad has for a given search. So position 1 would be the first result, 2 the second, and so on. It is important to have a good positioning at the beginning of the launch of campaigns, this is key to gaining a good CTR and thus Quality Score.
We recommend a mid position from 1.7 to 2.7. If you are above this rate 1.0 it means that you are possibly paying too much. If it’s less, maybe you could think about improving the visibility.
searches
What searches are triggering your ads? How are people finding you? At the start of any campaign it is very important to prepare a comprehensive list of negative keywords, in order to prevent clicks from searches not related to my products or services. But we can always keep in mind that there are words that we have not taken into account. So the best way to avoid this is to go to the keywords part, and within it go to “search”. There you can see with which searches your ads are being activated. The idea is that if you detect any type of non-relevant search, you add that word as a negative.
conversions
It would be interesting to know if the first conversions have already arrived. This can be seen in the conversions column, within the main menu of Google Adwords. Prior to this, it’s essential that you’ve successfully set up your conversions with your code deployment. On the other hand, if the conversions haven’t arrived yet, don’t despair. This can be absolutely normal. The most important thing is to make sure that the code works perfectly. You can do this with a tool called , checking if the Google conversion pixel appears on the thank you page that is displayed after completing the conversion.
remarketing code
Does the remarketing code work correctly? It would be interesting to see if the remarketing audience is growing correctly. This is important for future launch and setup of display or search remarketing campaigns. If you leave it too late to review this and it’s not really working, you may find that when you want to launch remarketing campaigns, you don’t have an audience.
Advertisements
Check within the ads tab if they are all being displayed correctly and also if they are approved. It may be that you have created your ads, launched the campaign and maybe one of them is rejected because you have put a destination URL that does not work.
Communication
It is very important to correctly manage customer expectations before launching campaigns. Google Adwords produces results, but it also takes time to analyze and optimize. The first 48 hours are very important to talk to the internal or external client and give them our vision of the campaigns. How is the start? How do we see the first metrics? Have the first conversions already arrived? How are people finding us? We all know that 48 hours is a very short time to draw conclusions, but I’m sure your client will be delighted to know that everything is working correctly and some additional interesting observation.
Reserve a moment in your agenda to call and discuss all this with him.
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