Are you looking to improve your monitoring and adjustment of search keywords in your Google Ads campaigns? This concise blog is just for you!
To get started, navigate to the ‘Search keywords’ page in your Google Ads account and click on ‘Modify columns’ under the ‘Column’ button.
Ensure you include metrics alongside basic KPIs like Impressions, Clicks, and CTR.
KPIs to Include in Your Search Keywords Monitoring:
1. All conv. value: Keep track of the total value your keywords are generating.
2. Avg. CPC: To analyze the Average Cost Per Click for keywords.
3. Cost/ conv. : To have the Cost Per Conversion in the mind.
Quality Score Essential KPIs:
Quality Score is critical as it reflects the relevance of your ads, keywords, and landing pages to the user’s needs. Improving your Quality Score can significantly reduce costs and increase the possibility of your ads being displayed.
Quality Score related metrics include:
1. Quality Score: This is an estimated score in the range of 1-10.
2. Landing page exp. : Estimate how relevant and user-friendly your landing page is.
3. Exp. CTR (or Expected Click-Through Rate): Predicts how likely your ad will be clicked when shown.
4. Ad relevance: Estimations of how closely your keyword matches the message in your ads.
Competition Metrics:
1. Search Impression Share: This indicates the impressions you’ve received from the available impressions.
2. Search top IS (Search Top Impression Share): Shows the percentage of your ads appearing in the top positions of search results. This metric is vital for understanding how often your ads beat competitors in visibility.
Using these KPIs in your Google Ads strategy can help you gain a deeper understanding of your keywords’ effectiveness.