Google Office Hours Q&A - Have an expert answer your metrics questions![ Edited ]
April 2013 - last edited April 2013
Do you have a burning question about the stats in your latest AdWords campaign? Is there a new topic on reporting that you want to ask our experts about?
Now is your chance! Join the latest AdWords Office Hours with our experts to have your questions answered on Wednesday 1st May at 11.00am PST.
This weeks theme is “Metrics That Matter” so join our team’s hangout to learn how to tell your CTR from your CPC, and anything else about your metrics that you’d like explained.
Hope to see you there!
Re: Google Office Hours Q&A - Have an expert answer your metrics q
Re: Google Office Hours Q&A - Have an expert answer your metrics q
Thanks to everyone who was able to join Hangout Office Hours this week! We had a great discussion about performance metrics and how to optimize your campaign. Keep an eye on the +Google Ads (https://plus.google.com/+GoogleAds/) page as well as right here in the Community for announcements regarding future Office Hour sessions.
Here's a recap for anyone who was unable to join:
Are there some niches that just always have low quality scores due to high competitor clicks? If so, will the results to boost the QS higher always be limited? There are definitely certain industries where quality score (QS) for industry-related keywords tends to be a bit lower. This can occur if general performance for these keywords is historically low across the board. In these cases, it's less important to focus on the actual numerical quality score, because it might just drive you crazy. Here are some more use metrics to use:
- Expected Clickthrough Rate: https://support.google.com/adwords/answer/1659696?hl=en#
- Ad Relevance: https://support.google.com/adwords/answer/1659752?hl=en#
- Landing Page Experience: https://support.google.com/adwords/answer/1659694?hl=en#
These three metrics will tell you how your keyword stacks up relative to other advertisers targeting that keyword. Ultimately, you are still entering an auction with the goal of having a higher quality score than your competitor. Even if you have a QS of 4, as long as that is higher than the majority of other advertisers, you still retain a competitive advantage. On the flip side, a QS of 7 might not be beneficial if all your competitors have a QS of 10 for that same keyword.
Do you recommend using exact, broad and phrase match types for each keyword in separate adgroup? If so, how does Google know which ad to display? It's not recommended, match types aren't intended to be applied to every single keyword you have. A better approach is to look at how broad the keyword is and how relevant the search results are to what you're trying to advertising. If you're seeing a large number of irrelevant queries matching your keywords, that would be a great indication of when to use phrase or exact match rather than broad match.
If you do have the same keyword with different match types in different ad groups, the keyword that would cause the ad to appear highest in the search results page would be the one that's displayed.
Many a time a well-optimized, tightly focused campaign will have low quality score out of the gate (as soon as it is launched). How many impressions does it take before QS adjusts to campaign history? Especially with strong CTR? There's no specific time or impression limit, but you are correct that the system is limited in how it can use your account-specific data to assign a quality score (QS) right out of the gate. When a keyword is first added to an account, the QS assigned is largely based on the average historical performance for that keyword across all accounts. Once the system has enough data to confidently predict auction performance for the keyword in your account, then the QS will adjust to campaign history.
It's important to keep in mind though that ad relevance, quality of landing page, and other account history still play a factor (a longer list of factors can be found here: https://support.google.com/adwords/answer/2454010?hl=en# ) Considering this, you will still want to adhere to keyword best practices because eventually, a strong CTR will pay off.
On mobile with a quality score of 10, 1st page minimum bids are increasing daily, not to mention impressions minimal to none. What can anyone with a small budget do to compete on mobile, when even a quality score of 10 doesn't offer any visibility? When quality scores are 10 and you don't have room to increase your budget, your best bet is to optimize your ad text and potentially change your bidding option. Automatic bidding will allow the system to set the optimum bids for your keywords to optimize for either clicks or conversions. This article tells you more about bidding options: https://support.google.com/adwords/answer/2472725?hl=en
Ad text with a strong mobile call to action can also help increase relevant clicks. Using words in your ads that are similar to your keyword list, and directing users to perform a mobile-specific action (such as calling) on your website rather than just highlighting the home page can also help increase relevancy and the ability of your ads to be triggered.
What is a typical invalid click percentage? And at what level should I be worried? Google takes instances of invalid click activity very seriously and we have a number of automated and manual safeguards in place to detect and filter these clicks out of your account and to ensure that the traffic you're receiving don't fall within the pattern of invalid activity. Learn more about these precautions here: http://www.google.com/ads/adtrafficquality/invalid-click-protection.html
The invalid click percentage that you receive varies between industries so there's no typical number. If you fall into a low or high percentage bucket, there's no cause to be worried. A high level of clicks is an indication that the Google team is doing their best to protect your budget and help move your business goals forward. Likewise if you have a low percentage of invalid clicks, this just means that your traffic is valid and doesn't fall into a pattern of typical invalid activity.
Additionally, the AdWords Community allows advertisers to connect with other advertisers and Googlers. If you have questions and you want to get some additional perspective from other users, you can post your question here: https://www.en.adwords-community.com/t5/AdWords-Community/ct-p/AdWords
You can also get 1:1 support from our AdWords Services team. They're a group of AdWords experts who can help you with basically any AdWords-related question you may have no matter how basic or advance. You can contact the team in many ways: http://support.google.com/adwords/answer/8206?hl=en&hlrm=en