{"id":23988,"date":"2016-12-22T17:34:42","date_gmt":"2016-12-22T17:34:42","guid":{"rendered":"https:\/\/iteratemarketing.com\/?p=23988"},"modified":"2021-06-11T22:18:49","modified_gmt":"2021-06-12T05:18:49","slug":"get-heart-adwords-performance","status":"publish","type":"post","link":"https:\/\/iteratemarketing.com\/blog\/get-heart-adwords-performance\/","title":{"rendered":"Get To The Heart Of Your AdWords Performance"},"content":{"rendered":"

As the year winds to a close, it\u2019s a time to take a look back at the last year: Cataloging goals achieved and missed is a great way to measure your personal growth and prioritize what you want to work on in the upcoming year – and this applies to your marketing just as much as your personal goals.<\/span><\/p>\n

As you look back at your AdWords campaigns for 2016, there can be a tendency to \u2018miss the forest for the trees;\u00a0<\/span>there are simply too many metrics and variables to get a clear view of what worked, what didn\u2019t, and where to take your strategy in the new year.<\/b><\/p>\n

To make the <\/span>smart<\/span><\/i> decisions you need in 2017, here are 3 metrics that will give you a clear view of your account performance:<\/span><\/p>\n

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Quality Score<\/span><\/h2>\n

Why It Matters<\/span><\/h3>\n

Quality Score is Google\u2019s nod towards search quality – it is the hidden multiplier that makes sure that if spammers want to pay for irrelevant keywords, they at least will have to pay out the nose for them.<\/span><\/p>\n

At a very basic level, Google\u2019s ranking algorithm for AdWords is Bid X Quality Score –<\/span> A better quality score means you will have to bid less to appear on the search page for a given term.<\/b><\/p>\n

How To Improve<\/span><\/h3>\n

There have been oceans of digital ink spilled over the <\/span>question<\/span><\/a> of <\/span>improving <\/span><\/a>quality <\/span><\/a>score <\/span><\/a>– but at the simplest level, it is an easy question to answer. <\/span>Take a look at your landing pages and ensure that they are closely relevant to the terms you want to advertise for.<\/b> If they aren\u2019t, consider building out additional pages, or refresh your content to match the terms that are actually being searched. <\/span><\/p>\n

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Conversion Rate<\/span><\/h2>\n

Why It Matters<\/span><\/h3>\n

This is a step away from the metrics that AdWords provides – You will need to pull data from both AdWords and Analytics to get a detailed look at your conversion rate for any given AdWords campaign. But knowing how many of your clicks are turning into conversions will help you judge the effectiveness of your campaigns.<\/span><\/p>\n

The formula is simple – The percentage of clicks that led to a conversion action. This action be be a sale, a newsletter signup, a \u2018learn more\u2019 request. I have found that is if often helpful to look at these by page in Google Analytics first. See which pages are doing well, then segment the traffic to see how AdWords traffic compares to the rest.<\/span><\/p>\n

How To Improve<\/span><\/h3>\n

To improve your conversion rate, you will need to take a look at the landing pages that you are directing traffic to, and ask the following questions:<\/span><\/p>\n