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How to evaluate the search and display marketing

How To Evaluate The Search & Display Marketing?

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.


"An estimate of the quality of your ads, keywords, and landing pages," according to Google. Lower rates and better ad positions can result from higher-quality ads."

  • Quality Rating
  • The keyword relevance of the ad copy.
  • The quality of the landing page and its relevance to the keyword.
  • Your ad's historical performance.

Growth in direct site visitors is another indicator to consider when evaluating a prospecting display campaign. You may use a website analytics platform like Google Analytics to track growth in direct site visitors after display advertising go live as a performance indicator.

With retargeting, you can entice those users back in with display adverts. Your display ad reminds the user of your brand, increasing the likelihood that they will convert.

Search advertising appear solely to people who are looking for your product or service, whereas display ads are paid placements that appear depending on a variety of targeting characteristics. Not only that, unlike search ads, display ads aren't restricted to a single site (in the SERP).

Start by clicking All campaigns in your Google Ads account's navigation menu on the left if you're new to tracking your performance. From the page menu on the left, select either Ads & extensions or Keywords to get statistics tables that provide a comprehensive, customisable view of all of your data.

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