The most basic question we need to answer is: do the qualified visitors click on your ad?
We qualify visitors based on the searched keywords. There’s no faster way to see your budget than showing your ads in bad keyword searches.
1. Check your search terms report
The first step in any paid search audit is to determine the keyword phrases that people are looking for before clicking on your ad. You can find the search terms report on the Keywords tab.
I still can not get rid of the old AdWords interface, but as Google officially forces the new AdWords interface at the end of this year, we’ll show you how it works in the new version.
Select the campaign or ad group to scan. Click the Keywords tab on the left, and click the Search Terms tab at the top.
In terms of looking for problems, it’s a good idea to rank the results by clicks. So, if you see sentences you do not like, you can see the worst offenders at the top.
2. Track conversions on phone calls
Measuring the success of any campaign is impossible without conversion tracking. Website visitors have no real value unless they become potential customers.
If you have some AdWords experience, you’ll probably know how to track form submissions as conversions. Good job, keep it up.
Tracking phone calls is just as important or more. If half of your prospects (or more) are phone calls, you need to know what marketing initiatives were behind these calls to make informed decisions about what works for your business.
3. Launch campaign experiences
You can read all the best PPC marketing articles in the world, but whatever you do, everything you do when you set up an AdWords campaign is just a guess.
Maybe your city is filled with wealthy 19-year-old owners with giant, fast-growing lawns. Probably not, but even as an experienced AdWords analyst, I am regularly surprised by unexpected data.
You can follow the best practices and try to predict the results, but all that matters in the end is the actual statistics.
Conducting campaign experiences is much easier than it seems. Basically, you copy and paste an existing campaign, and tell AdWords what percentage of the budget to allocate to this new experimental campaign.
Access any campaign you want to experiment. Click on the “Drafts and Experiments” tab in the lower left corner. Click + New Draft, name it, and press Save.