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Okay, so we’ve a large range of metrics available to us to optimize in paid search campaigns for either performance of the campaign or for conversions.
To see these metrics and Google Ads and likewise in Bing, we can use the columns filter, which is just below the graph. And then we’re presented with several different metric buckets, such as performance, visibility, conversions, competitive metrics, and things like that. And within each of those buckets, there are a number of metrics that we can choose to add to our columns. When we add these to our columns, we can save this suite of metrics. And when we download a report, these are the metrics that we’ll download.
We can save different types of metrics suites. So if we wanted to look at a purely performance cost-based metric suite, so we just have cost per click and a cost per conversion as our three metrics in there. We might call these costs or commercial. And then if we want to just focus on conversions, we might just have metrics that are just around conversions. And we can toggle very easily between our different column sets. We can also use filters to segment our data on the fly. So we can use the search bar to identify campaigns or to identify audiences or to identify areas, which is just below the graph.
We can use filters to see our data in a non-permanent way. And when we download that report, it will download with those filters. And we’re also able to add additional segments and custom segments to our reporting. So for example, when you download your report, you’re given a number of options around downloading as a CSV, or an Excel, or a PDF, or whatever it may be.
When you click the More Options feature, you’re able to add different segments, including day, months, quarter, time stuff, and other predefined options around how exactly you would like to segment that data. This is important in the identification piece. Remember, we have to see where are the high converters. If we can find out where are the high converters, we can then draw that insight. Once we draw that insight and understand where they are, we can apply the correct actions to our campaign to optimize and this is where the framework really fits into the segmentation process.Back to Top
Cathal Melinn is a digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.