All right, today we’re going to look at how to evaluate how well our ads are doing on Google AdWords. Today, we’re specifically going to focus on the keywords that we’re using. We’re going to take a look at how much we’re spending per click, and we’ll look at quality scores, we’re going to look at conversions, the click through rate, and then we’re going to decide whether or not we want to keep a keyword running or pause that keyword. Now on mys screen here, this is the Google AdWords beta that I’m using. Your screen may look a little bit differently, and they’re constantly changing. Over here, what I’m able to do, let me just close that. You’re going to start off in “Campaigns.” You’re going to go down to “Add Groups,” and you’re going to go to “Keywords.” Up here, you’re actually able to change, if you’re seeing all of your paused keywords as well. Like for example, a lot of times you’ll just see all, and actually in this mix I’ve got all my ones running but I have a lot that are paused. I can change this to say “just show me all that are enabled.”
That way, I’m only working with the actual keywords that I have running. Now that we’ve set up our ads, we’ve set up our keywords, how well specifically are the keywords performing. Once I know that my keywords are working, they’re converting, then I can go optimize the ads and test different calls to actions and see which ads are actually going to perform the highest. I generally start with my keywords so I know what’s actually already working. Now, I like to look at a couple of things. The most important thing is conversions because did that keyword actually turn into a registered lead for me, or if you’re doing e-commerce, did that keyword turn into a regular sale? The first thing I look at is conversions to see which ones are performing the highest and then which ones are not performing at all. What we want to make sure of is that our keywords have been running for about the same amount of time or it’s not a true test. For example, if you just launched five more keywords the other day when you ran a new ad, don’t mess with those yet. You want to give them enough time to actually see how they compare.
Mine have all been running now here for about the same amount of time, so I’m good to go ahead and take a look at those. Now what’s important is if you have a budget set and it’s not a large budget, maybe you’ve got $500 a month running or $1,000 a month running, or even $2,000 a month running but you could be spending $20, $30, $40. There really are people that are just spending unbelievable amounts every month. What I mean by “could be” is there’s that much more opportunity out there for you. What you want to make sure of is that you’re not spending on lower performing keywords, so this is why we do this. If you have one keyword that’s killing it, you got a low cost per click, you got a high conversion rate, a high quality score, everything’s working, but there’s more audience you can reach, turn everything off and rock that one and push that one as far as you can go. You always want to keep your highest performing ads, and it’s a combinations of conversions and lowest cost per click. Then what creates that lower cost per click is a higher click through rate and a higher quality score.
You could actually see the correlation here. It’s easy to see for me; just at a quick glance, I already know which one’s performing the best and it is this top one right here. Oh, it’s going to be really close because I actually see another one that I think might be beating that one. This one up here, it does have the highest amount of conversations for this time frame that I’ve been running this ad, which hasn’t been too long. I think I started running this whole campaign probably about two weeks ago. This one here, “Single Story Homes For Sale In The Southwest,” this is my real estate model. I set a max cost per click at $2 and I’m getting my clicks for an average of $0.85. That’s fantastic. Quality score is nine out of ten. The best you can get is a ten out of ten, so I’m paying almost the lowest amount I could for my cost per click. That’s excellent. That means that that ad is engaging that audience who’s using this keyword, so that’s perfect, spot on. Exactly what I want. The click through rate is very high: 16.18%, and I’ve spent $389.48 on there.
There’s a good example. If my budget is $1,000 and I’m spending on all of these keywords, but I could actually spend $1,000 on that one keyword because there’s that many searches. Let me do this, let’s take a look at the Keyword Planner for a minute. Let’s see what the opportunity is for that keyword phrase. Oh, there we go. Let’s go to Keyword Planner. All right, and our phrase was “Single Story Homes For Sale In Southwest Las Vegas.” I’m just using the United States. That’s where my campaign is reaching. Okay, so not a lot of searches. There is a way to check this to see how much more opportunity there would be if I expanded that, so let’s take a look here for a second. I have 62% of the impressions share already for that keyword. “Impressions share is the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive.” Yeah, so I’ve received 62% of what I was eligible to receive of the 100%, which means I could get 40% more still. That could be a larger budget and it could be even increasing that quality score just a tiny little bit more.
There is definitely more opportunity. Shutting off some of the other spend and allowing it to go here would be a smart move. Now let me take a look at the next one I’ve got here. The cost per click is going up. I’m below the first page of the bid, $1.07. Oh, I set a max cost per click at $0.75. So I’ve got a 8.87% click through rate, which isn’t bad but also isn’t the best. I’m going to go ahead and pause that one. All I have to do is come over here and click “Pause.” The reason why I’m pausing that one is because since I’m getting clicks under a dollar, I want to focus there right now. The only time I want to go over a dollar is if there’s a specific type of lead I want to generate like home value ads or a higher end neighborhood or something, or I’ve already taken advantage of all the other opportunity around the lower cost per click and now to bring in more traffic, I have to go higher.
I’m in Vegas, so I have this huge market here. If I were in a smaller market, I might have to go ahead and go into those higher per clicks because there’s not as much opportunity. There’s not as much search volume, there’s not as many keyword search there. In my case, there is, so I can go ahead and pause that. See what happens? See it changes it from green to that little pause button? Once we filter this again to “Choose All Enabled,” that one will disappear. See there? Okay. Now the next one. See, this is the ad group. This one is in the ad group “Southwest Las Vegas Homes.” This one is in the ad group “Las Vegas Homes With A Pool.” I actually have a lot of keywords performing there, so that’s why keeping just the best one is fine. I don’t need to keep all of them because I don’t have enough budget to spend on the whole market so I’m better off eliminating the lower performing and keeping only the higher performing. 15 conversions. This one has a high click through rate. We’re getting it for $0.83 a click. That’s a good ad. Let’s look at the next one.
$0.80 an ad, 12 conversations, click through rate 7.04%, so not quite as high but still performing well so let me continue and I’ll come back to it if I think I need to delete that one. “Homes For Sale In Centennial Hills.” $0.88 an ad. I got a nine out of ten quality score, nine conversions, 8% click through rate. I’ve got a good quality score, so the landing page is performing well. I’m thinking though that I could improve the ad and get a better click through rate. That’s something we’ll come back to later, is how we do that to improve click through rate. I’m not going to pause this one yet, but I think I can improve that one for sure. All right, so here’s this one: “Houses With A Pool.” $0.84, six conversions, 25.64% click through rate. Wow. It’s interesting, so a lot more people are clicking through on this one but not that many people are registering tells me that my landing page needs work. Does that make sense? So they’re clicking through the ads, working, the keyword’s working, but the landing page isn’t getting them to register. There should be more conversions there. I’m going to leave that one so that I can come back and play with the landing page on that one.
Next up we got “Rhodes Ranch.” The ad group is paused. Oh, so I bet that other one was too, no? Okay. We only want the eligible. Okay, $0.85, four conversions, 14.29%. Yeah, that’s so interesting to me that those landing pages are not performing near as high. That one’s only got a 6.4% click through rate. I’m going to pause that one. This is a different ad, that one’s paused. “Centennial Hills,” that one’s climbing in price and not converting as high, so I’m going to pause that one. “Houses For Sale With A Swimming Pool,” $0.58 a click. Wow. Jeez. I’m going to have to continue to watch that one. Oh, but it’s only got three clicks which means it’s got much, much less search volume. I probably wouldn’t have as much opportunity on that one. Three conversions, 20.97% click through rate. That one’s good. That ad group is paused. Now what you can also do is you can sort here by click through rate and actually sort low to high. You can immediately start getting rid of the ones that are underperforming instead of going through one by one like I was just showing you.
You can take a look here and go, “Okay, these are actually not doing anything here for some reason.” I would have to go back and look. I would think that they were out of budget. Why would nobody be clicking on “Homes With A Pool?” That I’m not sure. Let’s go ahead and go to where there’s actually been clicks and then look at the click through rate. You can also use the filters and you can say “only show me keywords that have had this many clicks and that have a click through rate of lower than or higher than.” You don’t just have to work off the grid here; you can actually use your filters here. You could say like this. “Let me look at only keywords that have a good quality but low traffic or keywords that are falling below the first page.” Let’s look at that one really quick. Let’s see if I have any. Yeah.
Here, these are falling below the first page, which means you’re not going to get a lot of action if you’re not showing up on page one of Google. That’s why these aren’t getting clicks. They either want me to raise the price of my bid to get on page one. See that? This is telling me $0.94 to get on the first page. Well I’ve got a lot that are performing above that, so I really don’t have any need to do that right now. I’m going to pause those just so that they’re not in my face and they’re not affecting my account because they’re really not doing anything great anyway. I’m just going to click all the ones that I want to not worry about. Actually, I’m just going to click all of mine because right now I have no reason to increase anything. I have ads that are performing well, keywords that are performing well. We can just go like that. Then we go to “Edit” and then we can pause all of those. Then we’ll go back to “Show Me Keywords That Are Only All Enabled.”
This just really helps keep your account clean and just performing at the best level it can. Okay, so then we’ll go to filters and we’ll say “Show Me Click Through Rates.” CTR is “click through rate.” We want to look at all the click through rates that is under 10%. We know we have some; we saw at 20%, right? Let me go to the highest click through rate here. Yeah see, low quality scores mean that ad’s really not performing well at all. There’s no sense in keeping it, but I am careful to not get rid of something that has a high quality score. What I’m going to do is I’m going to pause all, and I’m going to choose them all to be paused but then I’m going to deselect these ones that have a high quality score. Look at all these tens. You know how hard it is to get a ten? You know what? I’ll add another filter. Watch. Now I’m going to change this. I’m going to back, update my filters. Let’s do that again. There we go. Let’s go to filters … Okay, there we go. There’s the multiple filters.
Look at all these. These are all tens but they’re not getting a lot of traffic. You ask yourself why. Well if the ad group is paused, that’s one reason. Another reason might be there’s just not a lot os search volume. Another reason might be your cost per click is too low and so you’re not competing. Those are worth diving into and taking a look at to see how those can be improved and how you might get more clicks. Let’s change this to “quality score is below seven.” We’re not going to do zeros right now. I need greater than, not less than. “Less than seven.” Not “less than and equal to,” “less than seven.” That means these are all going to be quality scores that are six and below. Here’s an example: it’s got a high click through rate but no conversions. Quality score is poor. All I have to do is go like this and I can pause them all. It gets busy really fast. It gets crazy fast when you’re adding a whole bunch of keywords. You can lose track if you’re not carefully going back in and sorting and paying attention to how things are performing.
Now we’ll take a look at all enabled. There we go. I’m curious, did it say how many I have running here? I have a lot. There’s a lot running here. I can go to ad groups and we want to make sure we’re showing only enabled ad groups. Now let’s go back to keywords. There we go. Now it’s only our eligible ones. Really all I’m worried about is ones that are actually costing me money. Everything else can sit, or if it’s too noisy I can go ahead and hide them. If I look at these ones that I’m only spending money on, and this actually can all be automated too. I’m going to come back in another video and show you how to set up rules. You can actually set up rules to say things like “if quality score is below seven and click through rate is below 10% and conversions are below, then pause.” You can include one thing or several things, and that way you’re letting the machine actually optimize for you and take out things that are underperforming, and that you can put a timeframe on them as well. That’s a really good way to keep it in check.
You just have to be careful because if you don’t set up those rules correctly, you wind up starting or pausing a bunch of ads that that isn’t what you wanted to do. That’s a look today at how just at a glance using the actual dashboard, you can figure out how your ads are performing.