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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.

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