Analyzing metrics in AdWords.

In this article,Analyzing metrics in AdWords is explained in detail with examples.
We will come to know about what are KPI parameters how effectively they are used in Google Adwords and some important Adword tools, Search terms, Segments, Ad Auction Insights.
Key Performance Indicators.(KPI)

The important factors which we have to analyze to define the success of the campaign.

• Impressions.
• Clicks.
• CTR.
• Average CPC.
• Average Position.
• Total Cost.
• Quality Score.
• Cost per conversion (CPA).
• The total number of conversions.

Search terms

To know the exact keywords searched by the user which triggered the ad.

Note

By this report, we can create a negative terms report. By this, we can exclude negative keywords which letting down the Ad visibility in real-time. (From topic Analyzing metrics in AdWords) 

Ad Auction Insights

This report will provide the information about your performance compared to competitors.

We(Our business) vs Them(Competitor business)

Path Go to Keyword-->select keywords-->Details-->Auction Insights.

Position above rate

It defines how often the other participant got a higher position than us.

Top of the page rate

It defines how often your Ad was shown on top4 position.

Outranking share

It defines how often your Ad outranked the competitor.

If our ranking is down, we can use the bid simulator to increase our bid price to a proper level.

Segments

The purpose of the segments is to divide the data and analyze information separately.

Important segments are.    (From topic Analyzing metrics in AdWords) 

• Time
• Conversions
• Network(with search partners)
• Click type
• Device

Keyword Diagnosis and preview

Select all keywords in the ad group and go to details and select keyword diagnosis.

Tools--->Ad preview and diagnosis.     (From topic Analyzing metrics in AdWords) 

Access levels

We can able to provide sub access to other users to manage our account.

We can invite a user with 4 access levels. (From topic Analyzing metrics in AdWords) 

• Administrative-->Full control+invite others.
• Standard-->only full control.
• Read only-->Only to see the data.
• Email only-->Get reports by mail.

Path: Settings-->Account Settings-->Account access.

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