Test, Monitor And Revise
Okay, we’ve written 48 ads, come up with around a 1,000 keywords and linked it all together. We now need to see what’s working and what’s not. I would suggest you give it a few days before you start making any brash or wild judgements on what is working or not.
When you log in to your Google AdWords account you will be able to look into the campaign at the actual ad groups. What you need to do to determine whether it’s working or not is to see whether the adverts have been:
- aired enough
- clicked enough.
1. Getting Your Adverts Aired
So looking at your list of ad groups you will see:
- Default bid- this is the maximum cost per click (CPC) you are willing to pay for someone to click on your ad. This you would have set at the start.
- Clicks- this will be the number of clicks your ad has received.
- Impressions- the number of times your advert has appeared after someone has searched for one of your specific terms.
- CTR- the click thru rate (CTR). This is the number of clicks divided by the number of impressions expressed as a percentage.
- Avg CPC- the average cost per click. So this is the total cost of clicks divided by the number of clicks.
- Cost- the total amount you have spent on clicks.
- Avg pos- the average position your ad has appeared in. So if it is in position 1 to 8 it will be on the first page of Google. It’s an average so it will be expressed to 1 decimal place.
So to determine whether your ad has been aired enough look at the number of impressions for each ad group. If you haven’t had your advert aired at least 1,000 times in a week then either your subject has no interest, you do not have enough search terms or you are not bidding high enough. So rather than writing off your project straight away and saying there is no interest I suggest you increase the number of search terms first then increase the bids.