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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."
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