This summary data for 6 Google AdWords Grant accounts gives a good idea of what kind of performance and KPI`s you should look out for in your account. In Dec I Tweeted performance data for a group of Google Grant AdWords accounts for UK charities. I thought that it would be useful to follow this up with a closer look at the data and see if we can come up with some useful pointers on account performance and KPI`s.
Of the 6 accounts 4 are pretty close to spending the full monthly allocation of $10,000. My experience is that most accounts suffer a drop in visits at weekends, Bank Holidays, Christmas and New Year so even these 4 well organised accounts do not spend the full monthly allowance of $10,000 as you can see from the Column on the right. Account number 3 has only spent $2,739 – lots of room for improvement here. Account number 4 has spent just $172 but that is OK as I know they have just got started and sensibly are concentrating on establishing a good reputation with Google by having a good initial CTR. In the long run overall account performance depends on how much time is devoted to ongoing monitoring and optimising. ( Note that you can change the currency settings to have cost data in UK Pds £)
The 3 columns in the green box cover Clicks, Impressions and Search CTR – `Search CTR` as of course the Grant account only covers Search and not Display. CTR is heavily influenced by how competitive your sector is. If there is no commercial benefit, for example Keywords covering Depression or Self Harm, then with a well written Text Ad and decent Landing Pages you can get a CTR in excess of 10% – much higher in some cases. If you are dealing with something like Debt Advice you may find that you are up against big companies on some very competitive keywords – examples would include any Keyword/phrase that includes terms such as `credit card`, `finance` etc. So getting results will need a very careful selection of Keywords, Ad text and Landing Pages. I regard 1% CTR a minimum and if you have an AdGroup or account with a CTR at or around 1% you should look very closely at it with a view to getting better performance. Of course if you are getting 1% of a very large number of Impressions for a very competitive Keyword then you may be happy with the result. Remember that in ALL cases an Ad from a Grant account will ALWAYS appear below an ad from a paid account. Clients 6 and 2 have low CPC, as you see from the number of Clicks that they are getting. Getting good results for these 3 metrics is nice but it is only half the job as all account performance should be measured against Conversions.
Conversions. Two of the accounts in the pink box have no Conversions in the account (!) while the other 3 have widely varying Conversions rates. The main reason for the variation is that each account has different Conversions. Some Conversions are easier to achieve such as Time on Site or Pages Viewed per Visit. Some are more difficult such as `Sign Up` for an email Newsletter or even Make a Donation so directly comparing accounts needs to be done carefully. Regular readers will know that I am very suspicious about drawing conclusions from average data for any interweb application such as AdWords or GA. I have written a longer piece on KPI`s and web site averages here.
Things you should check in your account:
Look at the Quality Scores of the top Keywords in each AdGroup. Check the QS of the top 2/3 Keywords – usually they will account for around 80% of the visits. Start with the Keywords that have the most visits and the lowest QS. A simple check is to ask yourself if your ad and landing page is the best possible `answer` to the question posed by the Kwd. If not, then amend the keyword eg add a qualifier – relating to age, sex, region that you serve eg rather than ` homeless` use `homeless women`s shelter`. A good call to action and a relevant landing page should improve results. The easiest way to create Conversions is to import Goals from Google Analytics. Simply go to Tools and Analytics > +Conversion and then import from GA.
If you have a new account or need to get an existing account working properly the best and easiest way to get started is to use Dynamic Search Ads (DSA) for your Grant account. One you have some data from this you can then look at following the steps outlined above.