The Fundamentals of Google Ads: Learning The Basics
Lesson 1 – Get familiar with your account metrics
Here’s What To Track
Your dashboard is the window into your campaign’s performance. Here are the metrics you’ll use to track how well your campaign is doing.
1. Impressions
This is the number of people who viewed your ad.
2. Click
This is the number of people who visited your website by clicking on your ad.
3. Clickthrough rate (CTR)
This is the percentage of people who click your ad after seeing it. CTRs can vary by business type, but keeping yours above 1% for Search campaigns is a good start point.
4. Conversions
These are valuable actions customers take after clicking your ad, like purchases, calls, leads, or app downloads.
In the early stages of your campaign, it’s important to focus on CTR and website engagement to make sure you’re attracting the right customers to your website. You can also connect your goals to data and track sales and conversions to monitor important actions.
Here are a few ways to understand who the right people are, so you can position your ad for that target audience.
1. Understand their behaviors
Use Think With Google to understand fresh customer insights.
2. Reach the right customers
Consider your customers’ preferences, habits, and traits to help you choose the right settings for your campaign.
Lesson 3 – Positioning your business
Use Google to help get your message out and gain attention.
Now that you’ve identified your audience, it’s time to highlight what your business offers.
Share what makes you unique
Include your unique offerings in all your marketing communications. For example, if you offer free shipping, make sure to say so in your ads and on your landing pages.
The anatomy of your account.
Finding the best way to organize your account will help you save time and target the right customers. Below are some tips for structuring ad groups.
1. Let your website be your guide
For many businesses, the way your website is structured is a good place to start. Make sure the text of your ads and your landing page is highly relevant to the keywords in each ad group.
2. Pick a theme
Organize your ad groups by common theme, product, or goal, and create smaller lists (20–30 terms long) of tightly themed keywords. Specificity and detail will help your ads be more relevant; and relevance leads to higher-quality ads.
3. More groups
Check out your top three ad groups. We recommend having at least three ads per ad group. This helps you learn what message resonates best with your audience.
Ready to start?
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