MKTG 349 Week 4- Basics of Monitoring A Google Ads Campaign

Creating a Google Ads campaign doesn’t mean an advertiser’s job is over. An advertiser acts as a supervisor for campaigns by regularly checking data. By monitoring Google Ads campaigns, an advertiser can make informed decisions to improve the campaign. There are two main aspects of a Google Ads campaign that advertisers should consider: timeframe and click-through rate (CTR).

A productive habit to develop is setting aside time to monitor existing Google Ads campaigns. In Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners, Todd Kelsey describes how to monitor a Google Ads campaign. To check a Google Ads campaign, an individual must set a timeline. For example, reviewing a campaign over the last week or month. By experimenting with a timeframe, Google Ads users can better identify a holistic view. Including a reminder on your phone to check on a Google Ads campaign can help individuals remember to monitor their campaign regularly. Reviewing two month’s worth of data provides a broader view than a week's worth of data. Setting a timeframe allows individuals to see patterns and trends in data, such as clicks.

Click-through rate (CTR) is a basic metric to follow in a Google Ads campaign. Kelsey describes CTR as the number of Google users that click on a campaign’s ad. To calculate CTR, the number of clicks is divided by the number of impressions. For example, 500 people potentially saw an ad for the cafe Tea-rific. Only 5 people clicked on the ad making the CTR 1%. The basic metric identifies ad and keyword performance. By regularly checking CTR in a campaign, individuals can identify areas that need improvements, such as keywords or specific ads.

Exploring timeframes and CTR in Google Ads helps advertisers understand the performance of a campaign. A timeframe shows patterns in data collected for a campaign. CTR identifies the number of people that clicked on a campaign’s ad. Experimenting with timeframes and identifying metrics allow advertisers to find areas for improvement in a Google Ads campaign.

References:

Kelsey, Todd. Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners. Apress, 2017.

Comments

MKTG 347 Week 2- Engaging An Audience Through Social Media Marketing

Social media marketing is an overwhelming endeavor. Individuals can get lost in a pile of marketing terms, missing the key points of social media marketing. To understand social media marketing, focus on the basics. Engaging an audience through social media marketing requires an understanding of the audience, attention, and monitoring. Identifying the audience of the product or service helps with engagement. According to Introduction to Social Media Marketing , there are two broad audience categories: business to consumer (B2C) and business to business (B2B). B2C focuses on the consumer. For example, Target’s primary consumers are individuals. B2B’s audience is another business. B2B entails a longer sales cycle, more content, and more research than B2C. The type of audience impacts the approach taken to engage an audience through social media. Gaining the audience’s attention is a goal of social media marketing. To attract an audience, social media utilizes promotional...

MKTG 349 Week 7- Adapt to AI

Artificial intelligence (AI) has become embedded into everyday life. AI is used for everything from displaying the best Google Search ads to creating works of art with a few phrases in DALL·E 2 . Individuals are exploring the continuously evolving AI through different means. The first level of responding to AI is adapting. The adaptation level requires developing habits and awareness through research. In Todd Kelsey’s Surfing the Tsunami , the author explores how to adapt to AI. After developing some interest in AI, individuals can start taking an active approach at the adapt level. Developing habits, such as setting aside time to research AI, is an active approach. To build a habit of researching, individuals can set reminders on a Google calendar or their phone to read an article or book about AI. Adapting to AI requires a habit of researching. Developing an awareness of AI helps individuals understand the importance of AI. Kelsey suggests investing time in reading the news. With AI...

MKTG 349 Week 6- Google Ads Search Campaign’s Universal Ad Extensions

Google Ads offer a variety of ad extensions to add additional information to an ad. The ad extensions an advertiser chooses are based on goals. A few goal-specific ad extensions are location, call, app, and price assets. With numerous ad extension options, advertisers can be overwhelmed. In “Google Ads Tutorials: Ads & Extensions” , Google Ads identify callouts, sitelinks, and structured snippet ad extensions that can be universally used for all marketing objectives. Callout ad extensions can increase the performance of an ad. In Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners , Todd Kelsey describes the beneficial ad extensions. Callout extensions add value propositions or unique qualities of the business to an ad. A callout can include phrases such as low prices or free shipping. For example, L.L. Bean lists a return policy in their callout extension. Callout extensions provide users with unique business information. Text ads can include siteli...

Minelli's Marketing Blog

Search This Blog