Welcome to our free Advanced Google AdWords tutorial. This tutorial is based on Webucator's Advanced Google Ads Training course.
To measure performance of your ad campaign:
There are 12 subdimensions to slice and dice the AdWords data to obtain insights that will help you optimize your AdWords campaigns. Here is a screen shot with lists of all subdimensions:
The Day Parts report enables you to see which of your campaigns or ad groups or headlines were the most effective during what time of the day and during what day of the week. This information can be leveraged to effectively schedule ads that generate significant revenue during certain times of the day or week.
In the above screen shot you can see which campaigns were most active during what time and which of these campaigns brought substantial amounts of traffic as well as revenue.
Note that in the above example we are running only one campaign. However, if you have multiple active campaigns, then you will see each of those campaigns in this report.
Suppose you manage a small restaurant in mid-town Manhattan. In the morning, you run multiple ads geared toward breakfast menu items and during lunch time you run multiple ads geared toward lunch menu items.
You are wondering which of your ad copies (headlines) works the best at different times of the day. How would you determine this using AdWords reports in Google Analytics?
In the above screen shot, notice that "Learn with Webucator" is a headline that works for us during the afternoon and the headline "Try a Webucator Course" is not that effective in bringing traffic or revenue.
This report shows each destination URL (landing page) on your Web site that received traffic from AdWords. As shown in the following screen shot, you can analyze which of your AdWords keywords were responsible for bringing traffic to these landing pages by applying subdimensions.
This report enables you to understand how ad position affected your keyword performance. This report provides you with answers to the following questions:
In the above example, you can see that the paid keyword Webucator brought most of the visits when the ad appeared in the first position in the middle of the screen. The same keyword was not that effective when the ad appeared at the first position on the right side of the screen.
You would like to know the relation between a keyword, ad position, and transitions that this ad was able to generate for you. How would you identify this relation using AdWords reports in Google Analytics.
In the above screen shot, notice that the paid keyword "Webucator" was able to generate 10 transactions when the ad triggered by it got displayed at the top position in the center of the screen.
See the attached screenshot for complete Google Analytics setup.
All your AdWords data (impressions, clicks, cost) will automatically be imported into your Google Analytics account.
|Visits||Number of visits your Web site received from AdWords campaigns only. Signifies how much traffic your ads were able to generate.|
|Impressions||The number of times your search ad(s) was displayed.|
|Clicks||The number of clicks on your search ad(s) during the time period selected by you.|
|Cost||The total amount you paid to Google for clicks that you received on your AdWords ads.|
|CTR||Click-through rate shows the percentage of impressions that resulted in a click [(Clicks/Impressions)*100].|
|CPC||Cost-per-click (CPC) is the average cost you paid for each click on your AdWords ads.|
|RPC||Revenue-per-click is the average revenue obtained from e-commerce sales and/or goal values you received for each click on one of your AdWords ads.|
|ROI||Return on investment is calculated as follows: (e-commerce revenue + Total Goal Value - Cost)/Cost.|
|Margin||Margin is calculated as follows: (e-commerce revenue + Total Goal Value - Cost)/Revenue.|
The above metrics will help you to answer the following questions: