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How to read Google Ads metrics

Marketing, social media, advertising

Andy Black

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Andy Black

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Thanks for the video, I have a few questions.

1. Do you use search terms exact match in place of keywords?

2. What keyword match types do you use, you mentioned broad modifiers but I don't think that is still available.
We mostly use phrase match. Sometimes exact. Keep an eye on search terms being pulled through. The goalposts keep moving with Google Ads…
 

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Thanks for the video Andy.

What would you say are good metrics to aim for?

I'm at the point right now where my ads are performing well and my search impression share is high. Im wondering if I should introduce new keywords to increase volume or if I should focus on improving my metrics for more conversions.
 

Andy Black

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Thanks for the video Andy.

What would you say are good metrics to aim for?

I'm at the point right now where my ads are performing well and my search impression share is high. Im wondering if I should introduce new keywords to increase volume or if I should focus on improving my metrics for more conversions.
By "my ads are performing well" do you mean they're profitable?

If they're profitable then can you get any more juice out of them? Maybe increase bids and get into a higher ad position, get a higher CTR, maybe a higher impression share, and maybe get more volume? Bear in mind your conversion rate could be affected depending on your ad position.

I'd look at that, and also look at introducing more keywords to increase volume, sales, and profit.
 
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Andy Black

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Bump for folks getting started in Google Ads and those who've been running them for a while.

I know most people running Google Ads won't watch this as it's too much effort. Just be aware that I had an email from someone in the University of Phoenix years ago asking if they could link to that first video in their own courses. It's 5 minutes long, and it's free.
 

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Thanks @Andy Black ! That's a great material, straight to the point and for free!

I've been using Google Ads for a while in my local business, specially for a seasonal trend in my niche, and always struggled to know how big is this opportunity and how much could I increase the campaign budget without getting much higher cost/acquisition.

This are my numbers for last month:
% search IS: 65%
% lost IS (rank): 35%
% lost IS (budget): 0.02%

My conclusion is there's no much more juice I can take from it without compromising my cost/acquisition.
 

Andy Black

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Thanks @Andy Black ! That's a great material, straight to the point and for free!

I've been using Google Ads for a while in my local business, specially for a seasonal trend in my niche, and always struggled to know how big is this opportunity and how much could I increase the campaign budget without getting much higher cost/acquisition.

This are my numbers for last month:
% search IS: 65%
% lost IS (rank): 35%
% lost IS (budget): 0.02%

My conclusion is there's no much more juice I can take from it without compromising my cost/acquisition.
Check search terms and maybe reduce unwanted clicks. This could reduce CPA.

Increasing conversion rates will also reduce CPA.

With a reduced CPA you could bid more, which means you're Lost Impressio Share due to rank will likely reduce, and your CTR will likely increase.
 
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