Create and Read Pay Per Click Report

Ask yourself this question, How Do I Know if Pay Per Click ad is Working for Me? Google suggests monitoring the clicks, impressions, and especially the Clickthrough Rate (CTR) of your ads and keywords. CTR is the percentage of people that clicked on your ad after they saw it. By tracking it, you can make sure that your ads and keywords are attractive to customers.

Whatever you receive reports from companies which manage campaign for you or you create reports by yourself, pay attention on following several important things.

Track Statistics Based on Campaign Goals

Measure Brand Awareness
Advertisers need pay special attention on Impression, because they represent how many customers actually laid eyes on your ad. Creating a Cost-per-thousand impression campaign is especially important for improving brand, that way you’ll pay based on the number of impressions your ads have received, rather than by the number of clicks they’ve gotten.

For Search Network ads, use Clickthrough rate(CTR) to measure customer engagement.

On the Display Network, consider other measurements, such as Conversion, which can help you see whether your ads are driving branding-related visitor behavior you think is valuable, such as sign-ups or page views.

Measure Traffic
Need measure CTR, keyword, search terms. Measure clicks and CTR at all levels of your account. For example, you can see how many clicks an entire campaign, ad group, or ad received, or you can see how many clicks individual keywords have generated after triggering your ads. On the Search Network, a good CTR is generally considered to be 1% or higher.

Measure Keyword performance, add related columns and get overview of your keywords’ clicks, CTR, Quality Scores, and match types. A Quality Score of 5 or higher is generally considered good. Check Search Terms to see a list of searches that have triggered your ad, you can use this report to identify relevant terms that are driving traffic to your website, and then add them as new keywords. Or, if any of the keywords are irrelevant to your business, you can add them as negative keywords so they won’t trigger your ads.

Measure Sales and Conversion
Number of conversions and cost-per-conversion : reviewing your total number of conversions and the value of these conversions can help you decide if you should increase your budget or make changes to your ad groups to attract more targeted visitors.
Conversion rate: This helps you track how many clicks lead to valuable actions like a sale or signup.
Keyword conversion data: Conversion Tracking shows you what happens after a customer clicks on your ad — whether he purchased your product or signed up for your newsletter. By knowing this, you’ll also know which keywords are best at encouraging customers to take those actions. Then you can improve your keyword list based on your findings, and make smarter investments in your best keywords.
Destination URLs: You can see which destination URLs are leading to the most conversions on the Dimensions tab of your account.

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