How to approach Search advertising

A guide to being found by potential customers in global markets

How to approach Search advertising

5 Set goals, measure, learn, and grow

You've created your ad, and it's up and running. Your next step is to find out how it's performing. Tracking statistics like clicks, impressions, and clickthrough rate is a great way to start. It's also important to think about what you're trying to accomplish with your campaign, so you can focus on the statistics that can help you achieve your goals.

If you're new to tracking your performance, start by clicking the Campaigns tab in your AdWords account. The statistics tables on your Ads and Keywords tabs under the Campaigns tab provide a complete, customisable view of all of your data. You can keep the reporting simple, or dig deeper for more detailed insights into the success of your campaigns.

Set campaign goals

You can select goals for your campaign based on the actions you’d like your customers to take — increased sales, lead generation or brand awareness, for instance. If you choose to use goals, AdWords gives recommendations for features and settings that can help you meet them. But, of course, all campaign settings and features are available to you regardless of the goals you choose now, so you can change them at any time.

Once your ads are running, you’ll get reports to see how they are performing — and make adjustments accordingly. You can also create different ads to see which ones perform best.

Tip

Instead of creating new ads, keywords, ad groups and campaigns each time you want to improve your account, you can simply copy them. For example, you could copy an existing campaign to use it as a template for a new campaign, or you could copy a keyword list from one ad group to another, so that you have a head start on building the new ad group’s keyword list.

Track clicks, impressions, and clickthrough rate

To help you get comfortable tracking data for your ads running on the Search Network, we suggest 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. Find these statistics listed in columns in your account's statistics table. If you don't see them, click the Columns button and select the ones you'd like to enable.

Time zones and currencies

If the time zone in your new export country is ahead or behind, set your account in the local time zone. And, if you won’t be around at weekends or for holiday periods, use AdWords’ automated rules. To avoid currency fluctuations, it’s advisable to pay bills in the local currency.

The dynamic option

Opt for AdWords’ Dynamic Search option and you’ll have consistent, highly targeted, coverage of your website, in every global market you want to enter, without the need to create long keyword lists for every single product line or the need to change your website. Dynamic Search ads work by scanning the text of your existing websites and serving up ads on Google when a user enters a search term that matches your site. They work best for websites with high-volume or content–rich landing pages, and site content that is not updated frequently.

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