Where Would You Start to Analyze the Performance of a Campaign?

The first step in analyzing the performance of a campaign is to check the auction insight data. This reveals your average position over the past seven days, which influences not only how many clicks you receive but also the quality of those clicks. After reviewing auction insights, the next important aspect to examine is the search terms report. This helps identify the specific keywords that triggered your ads.

Full Explanation

When evaluating a campaign’s effectiveness, understanding your average position through auction insights gives you valuable context about your visibility compared to competitors. Average position over the last seven days reflects where your ads typically appear in search results, which affects user engagement. A higher position generally increases the chances of clicks and attracts higher-quality traffic. Examining search terms complements this by showing which particular keywords activated your ads. This insight helps you understand if the campaign is targeting the intended audience and whether your keywords are performing as expected.

Step-by-Step Breakdown

Check the Auction Insight: Access this report to find out your campaign’s average position in the last seven days. This metric is critical because it not only impacts the volume of clicks but also the relevance and quality of the traffic driven by your ads.
Review the Search Terms: Analyze the list of queries that triggered your campaigns. This step clarifies which keywords your ads are responding to and enables you to gauge campaign targeting accuracy.

Real Examples

If your auction insight shows an average position in the top three results, it means your ads are highly visible, likely leading to better click rates and higher quality visits. Similarly, if the search terms report reveals that your ads are showing for very relevant keywords, it confirms that your targeting and keyword choice are effective.

Common Mistakes

Ignoring auction insights and focusing only on click counts, which misses the importance of ad positioning.
Failing to review search terms, potentially causing a mismatch between targeted keywords and actual triggered queries.

FAQs

Why is average position important?: Average position affects both how often people see your ads and the quality of the clicks you receive, influencing overall campaign performance.
How do search terms help in campaign analysis?: Search terms show the actual keywords triggering your ads, helping you identify if your campaign targets the right audience.

Key Takeaways

Start campaign analysis by inspecting auction insights for average position over the last seven days.
Evaluate the quality and volume of clicks through your ads’ positioning.
Check search terms to understand which keywords triggered your ads and ensure alignment with campaign goals.