Measuring and improving performance in Google Adwords is important for any small business. Francis Mac Aonghus, Head of Online at encendo, explores the principle of managing performance in Google Adwords.

1. PERFORMANCE
ADWORDS

2. Basics
• Know what you can afford per day, per
campaign
• Know the CPA you can afford
• Start high – show you are serious
• Its all about the maths

3. Metrics
• Impressions
• Clicks
• CTR
• Conversions
• CVR
• View Through Conversions
• Cost
• Max. CPC
• Avg. CPC
• Imp. Share
• QS
• ROAS

4. Metrics
CTR =
Clicks
Impressions

5. Metrics
CVR =
Number of people who
took action
Number of people who
clicked on the ad

6. Metrics
Cost per
conversion =
Total amount spent
Number of leads

7. Metrics
Total cost = Avg. cost per click * Clicks

8. Metrics
ROAS =
profit from ad campaign
cost of ad campaign

9. Relevance
GOOGLE LOVES
RELEVANCE

10. Relevance
• AdGroup Keywords
• Ad Keywords
• Clickthrough Rates
• Landing Page Keywords
• Landing Page Bouncerate?
QUALITY SCORE

11. Quality Score vs CPC
10 Discounted by 50%
9 Discounted by 44.2%
8 Discounted by 37.5%
7 Discounted by 28.6%
6 Discounted by 16.7%
5 Google benchmark
4 Increase by 25%
3 Increase by 67.3%
2 Increase by 150%
1 Increase by 400%

12. Quality Score
The historical CTR of keyword and matched ad
Account history
The historical history of the display URLs in the ad group
The quality of the landing page
Relevance of keywords to the ad
Relevance of keywords and ad to query
Account performance in targeted geographical region
Other
Source: sparklogix.com

13. Strategies
• CTR, QS
• BID SIMULATOR
• FLEXIBLE BID STRATEGIES
• DETAILS – SEARCH TERMS

14. Our Digital Marketing Services
We are a digital marketing agency in Dublin delivering digital marketing services to grow brands online.
Digital Strategies That Drive Relevant Traffic
Digital Strategies That Build Brand Awareness
Digital Strategies To Increase Desired Actions
Digital Marketing Strategy And Planning
francis@encendo.co | +353 (1) 53 11 611