Unlocking Success: An In-Depth Analysis of Our Google Ads Campaign Performance

To analyze the KPIs (Key Performance Indicators) of the Google Ads campaign, let's break down the data presented in the image:

Before Click:

1. Search Volume:
2. Search Impression Share (IS):
3. Impressions:
4. Search Lost IS (Budget):
5. Search Lost IS (Rank):
6. Search (Top) IS:
7. Impression (Absolute Top) %:

Click:

1. Clicks:
2. CTR (Click-Through Rate):
3. Cost:
4. Avg. CPC (Cost Per Click):

Conversion:

1. Conversions:
2. Cost / Conv.:
3. Conversion Rate:
4. Total Conv. Value:

Influencing Factors:

• Budget: Affects the Search Lost IS (budget).
• Quality Score: Affects ad rank and cost per click.
• Bid: Determines ad placement and visibility.
• Ad Testing: Influences click-through rates and ad effectiveness.
• Landing Pages: Affects conversion rates and user experience.
• Conversion Tracking: Essential for measuring conversion-related KPIs.
• Conversion Type: Different types of conversions can impact overall conversion value and rates.

Summary:

• The campaign has seen significant improvements in search volume, impressions, clicks, and conversions, indicating increased visibility and engagement.
• However, there is an increase in cost and average CPC, which suggests a higher expenditure to achieve these results.
• Despite the higher costs, the cost per conversion has decreased, and the conversion rate has increased dramatically, indicating improved efficiency in converting clicks to desired actions.
• The total conversion value has increased, reflecting the campaign's effectiveness in generating revenue.

Recommendations:

1. Optimize Budget Allocation: Address the high Search Lost IS due to budget constraints.
2. Improve Quality Score: Focus on ad relevance, landing page experience, and expected click-through rate.
3. Refine Bidding Strategy: Ensure competitive bids for better ad placement while managing costs.
4. Continuous Ad Testing: Experiment with different ad creatives to improve CTR and conversion rates.
5. Enhance Landing Pages: Optimize landing pages for better user experience and higher conversion rates.
6. Monitor and Adjust Conversion Tracking: Ensure accurate tracking to measure and optimize conversion-related metrics.