Have you noticed some Google AdWords keyword prices are getting out of reach? Some customers’ keyword clicks are in the $20 – $50 range which has forced them into less expensive (competitive) and less popular keywords. Read More
Without Wrecking Your CTR…..
Every time you look at your ads in a Google search you risk damaging your own Google AdWords click through rate (CTR) performance. CTR is an important ad ranking criteria and a high CTR can your ad a rankings edge. The previous post, Stop Damaging your AdWords CTR describes why CTR is important and how searching your own ads damages yours.
Here’s how you can see your ad without harming your CTR.
Navigate to the Ad Preview and Diagnosis Tool
To preview your ad you have to get to the Ad Preview and Diagnosis Tool. There are two ways to get to there:
- Tools menu (in the top navigation) Or,
- Bubble in the keyword status
Here are the instructions for using both methods:
Tools Menu in the Top Navigation
From any AdWords screens go to the top navigation and click “Tools”. From the drop down menu select “Ad Preview and Diagnosis”
Bubble In the Keyword Status
This is convenient when you are already in the Keyword or Ads tab.
Choose the campaign you want. This takes you to the Ad Group screen where you will select the Ad Group you are investigating. Make sure you are on the Keywords tab.
Find the “Status” column and hover your mouse over the “speech” bubble for any of the keywords. The bubble opens up and shows your ad status. At the very bottom of the bubble, click “Ad Preview & Diagnosis”.
Using the Ad Preview and Diagnosis Tool
Once inside the Ad Preview and Diagnosis Tool you will need to do three things to preview your ad:
- Insert your target location – Enter the specific location you want to check; a country, state / province, city, etc.
- Insert your target keyword you want to be found for. Alternatively, if you came from the keyword tab, your term may already be entered.
- Click the blue preview button
If your ad is showing it will appear exactly how it looks in a search results page. If your ad has the top ranking it will be first, if it’s ranked second, it will be second and so on.
If your ad is not showing the screen will have a message that it is currently not showing. Your ad not showing could be a function of the keyword, the location, etc. There are links provided how to investigate.
Ad Preview Tool Does Not Wreck Your CTR
By using the Ad Preview tool you see exactly how your advertisement looks without having impacting your ad ranking and click through rate. Let your competitor do keyword searches to see their own ads and drive down their CTR it helps you rank better.
We pay big bucks to advertise so naturally we want verification the ads are running as expected. For offline ads we pick up the newspaper to see our ad, or listen closely for our ad to play on the radio.
With online advertising it is tempting to verify our ads by doing Google searches. If our ad appears we have the needed verification. Peaking at our own ads with a Google search can skew data and damage AdWords performance. Here’s why:
Searching Your Ad On Google Is a Big NO NO!
Unlike offline advertising, online advertising there are statistics for everything, including how many times your ad is viewed. When your ad is viewed it’s called an impression and an impression gets recorded every time your ad is seen, including seen by you.
Click through rate (CTR) is an important metric uses impressions and the number of times an ad is clicked. The mathematical CTR formula is: Clicks / Impressions, expressed as a percentage.
Here’s an example; 100 people saw your ad and 20 clicked on it you would have a CTR of 20%. If 30 people clicked on the ad, the CTR would be 30%.
How Click Through Rate (CTR) Impacts Your Ad Rank
Remember, Google only gets paid when ads are clicked, that’s why CTR is an important ad ranking criteria for them. Google compares your CTR history against competitive advertisers to determine which ads appear at the top or bottom of their pages. Ads with higher CTRs have a better chance of getting higher ranks and better positons.
Impressions Without Clicks Reduce CTR
When we go looking for our own ads, we have no intention of clicking on them that would cost money. Our intent is to verify the ad is showing and perhaps how it is ranked. Every time we seek out our own ad we trigger an impression without a click and that reduces our CTR. Every time your ad gets an impression without a click, it negatively impacts your CTR. Here’s an example; let’s suppose during a month your ad had 100 impressions and 20 clicks. Your CTR is 20%. However, during the month you peaked at your Google ten times so your CTR could have been 22% (20 clicks divided by 90 impressions) instead of 20%.
I know that 20% versus 22% doesn’t seem like that big a deal, but if your competitors are not searching their own ads, their CTR’s will be lower than yours… so you go down a couple of notches in Google’s ad rank.
Use the Simulator to Check Your Ad
Instead of searching out your ad on a live Google search and negatively impacting your CTR you can see your ad in the AdWords Preview Tool without triggering an impression. Just follow the instructions on the next post “How to See Your Ads in Google”.
A friend of mine Dean owns a small company. Whenever Dean invites me over for food and drinks, I notice his Google Analytics account is conveniently open and he’s logged in. I know he wants to pick my brain.
During a recent, visit Dean told me he was frustrated by his poor Google AdWords performance; he said they weren’t getting him any leads, not even email newsletter sign ups, and he asked me to have a look.
It seemed odd to me considering he was spending a lot of money on AdWords.
When I looked closer, I saw that there wasn’t any AdWords data in his Google Analytics account.
When we opened his Google AdWords account, we saw much more encouraging data: more than a dozen sales leads and a few email sign ups. AdWords was performing!
What Dean wasn’t doing — a mistake many businesses make — was linking his AdWords account to his Google Analytics account, to leverage the power of both.
Linking your Google AdWords and Google Analytics accounts allows the two products to work in tandem and exchange valuable data. And that helps you make better business and marketing decisions:
The Good Things That Happen when You Link Your Google AdWords and Google Analytics Accounts
Everything Works Towards the Same Goals
When you link your Google AdWords and Google Analytics accounts, you can automatically import your Google Analytics goals into AdWords. That means your ads are now required to meet the same conversion standards as other traffic sources like SEO, referral, and even other advertisers.
And you’ll be able to see how all your online lead generating activities are performing in one single report.
This screenshot from Google Analytics shows how you can compare AdWords and all other traffic sources in a single screen:
This report helped me see that one of my customers was generating more revenue with Google AdWords advertising than all other advertising sources combined. They made thousands more in revenue by redirecting money from under performing advertisers to AdWords.
This post is an excerpt from a previous Linked In Pulse article.