eBrandz Blog

Tracking your keyword performance in an ad campaign

Evaluating ad performance becomes easier with a comprehensive report that allows you to view pertinent data for all your ads, such as average position, CTR, cost, clicks as well as impressions. If you’ve a couple of ads in a group, they will typically be rotated. It is important to see how your key terms are generally doing to make modifications if and when it’s necessary.

We’ve followed in the previous post that extent and scope of success with Google AdWords may acquire different connotations for each individual advertiser based on their specific business goals. Accordingly, each individual business owner may decide how he or she is going to approach a campaign and also measure its success.

Aspects critical to tracking your keyword performance

You can track the keyword performance by monitoring the following things:

Keyword Status

  • Check the keywords tabs to know about their performance. You can get to see an overview and the status of all keywords.
  • Keep in mind the fact that an ‘Eligible’ status denotes that your key term is eligible to ‘trigger’ ads.
  • For further details on each of your keyword’s performance, you may click the icon that’s there in the status column.

Clickthrough rate

  • I’ve already briefly touched upon this parameter in context of your keyword’s performance. It’s clearly among the most vital metrics for the purpose of assessing their effectiveness.
  • You can find CTR on the Keywords tabs. Keywords, too general or generic in nature, will understandably yield a poor CTR of less than 1percent on Google and the Search Network.
  • Improving CTR holds the key to your ad’s performance. You might consider deleting ineffective keywords and adding more specific, properly targeted terms instead.

Quality Score & other aspects

  • You must also check Quality Score column of your campaign statistics that displays Quality Score of your different keyword. This helps you to monitor its overall performance.
  • Another important report is related to search queries. You will see on each keywords tab the actual search terms, which have driven significant traffic to your ads.
  • You can get to look at a report of the searches, which triggered your ads, by clicking ‘see search terms’. This vital piece of information can be used for identifying the most successful keywords and also for finding new keywords that can be added to your account.
  • If you notice irrelevant terms triggering your ad, in such a scenario, you may consider adding them as negative keywords. This will ensure that your ad is not shown to users looking for them on these undesirable terms.

We shall get a further insight into improving your AdWords campaign in the next post.In the meantime, why don’t you share your experiences regarding your own campaigns with us?