After running various campaigns, we have to implement the good results in the next campaign & improve those which not get proper reach. Analyze the audiences your campaigns reach using impressions, clicks, and conversions. Figure out which audiences and targeting choices are working. So to have better and better results, evaluation of search & display marketing is necessary. Let’s see how to do that.

Login to AdWords. On the overview dashboard, you can see some reports like clicks, impressions, avg CPC, cost etc. It is displayed with graphics to understand easily. You can see the biggest changes that occurred in the last seven days and your ongoing campaigns, devices connected and day-hour information. Now to see a detail evaluation, go to the campaigns tab. Here, you can see your various campaigns with a detail report.

To dive a little deeper in evaluation, go to ad groups. You can see all your ad groups here with details like max CPV, max CPM, impression, views, avg CPV, cost etc. In the ads & extensions section, you can see information per ad. From modify columns, you can add different performance parameters. So this way, you can customize your report, too.

You can analyze which keywords have generated more revenue and other details related to it from the keywords section. Those keywords that had low CPC and generated more traffic can be said effective campaign. From reports, you can analyze which campaign earned you more audience and which was the effective campaign. So you can plan your next ad campaign by doing proper research on your evaluated data.

FAQs

Display advertising is the most important form of digital marketing. This type of marketing is commonly used to advertise products through billboards, newspapers, magazines, TV, etc. Advertisers are increasingly using display advertising to promote their products with search marketing campaigns. Search engine optimization (SEO) is one of the most commonly used tactics to increase traffic and sales for businesses that are selling product-based services or goods. Display ads on top search results pages are called “above the fold” or "above-the-fold" because they appear above any other elements on the website's first page of results. Above-the-fold ads are thought to be more effective than those on lower tiers within a site's first few search results pages because they are more likely to be seen by searchers.

Search advertising is a type of advertising that involves the use of paid advertisements on search engine results pages (SERP). Display advertising is similar to search and contains advertisements and marketing messages displayed on webpages, in apps, or in other digital platforms.

There are multiple ways to display a marketing strategy. In this Tutorial, we will look at the three most popular methods: 1. The Marketing Plan - A marketing plan can be made visually through a roadmap, which is a graphic representation of the key milestones and how many resources each milestone will require. 2. The Marketing Strategy - This is a list of product or service offerings that has been created for the sole purpose of making money, or a combination of products and services that have been created with an overarching goal in mind such as increasing revenue from existing products and services, trying new markets. 3. The Marketing Strategy Map - This strategy map consists of four quadrants: programmatic advertising, owned media (branding), owned media.

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