A professional Google AdWords dashboard summarises key performance indicators of SEA campaigns (Search Engine Advertising) in a straightforward manner, enabling for a data-driven performance optimisation of AdWords campaigns, and effectively reporting results.
Let's take a look at these 3 Google AdWords dashboard examples: Keyword Performance Dashboard - Campaign Performance Dashboard - Display Network Dashboard.
Google is by far the most influential search engine with a worldwide market share of over 90%. Overall, Google AdWords ads hold approximately 7% of all Google clicks, reflecting the enormous potential of Search Engine Advertisement (SEA) on this network. Dynamic, interactive Google AdWords dashboards help you realise the full potential of your AdWords data and increase the return on investment (ROI) of your SEA campaigns. We will illustrate this in the following 3 dashboard examples.
Our first Google AdWords dashboard example - the Google AdWords Keyword Performance dashboard - focuses on the analysis of keyword data from a search campaign. The key figures on this dashboard are the number of clicks, the click-through-rate (CTR), the quality score, the cost-per-click (CPC) and the ad position. In the upper left area of the dashboard, you will first find an overview of the total number of clicks generated in the last 9 weeks, the weekly development of the number of clicks as well as the difference in percent to the previous period. In addition, you will also see the 3 keywords that received the most clicks in the selected time period. Basically, it makes sense to take a closer look at your keywords, which generate a lot of clicks and therefore consume a large part of your budget.
As already mentioned, you will also find details on the click-through-rate (CTR) on the dashboard. The CTR is a key success factor for Google AdWords search campaigns, as it influences the quality score and the final click costs. In addition, it is almost impossible to reach an upper ad position with a below-average click-through-rate. Basically, you should always consider the ad position when evaluating your CTR, as this has a major influence on it. You can also see this, in a visually appealing way, on our Google AdWords Keyword Performance dashboard: the CTR at position 1 averages approx. 12%, whereas the CTR at position 4 equals only approx. 2.5%. Such average values help you to better evaluate the CTR of individual keywords or ads. For example, you could determine the average CTR per position for all keywords with a quality score of at least 7 and then use these values as benchmarks.
Finally, on the dashboard, you will find a detailed analysis of the click costs and the influence of the quality score on them. In our visual representation, it becomes clear that the click costs usually decrease as the quality score increases. This shows why the relevance and quality of your ads and target pages are of vital importance for successful Google AdWords campaigns. Ultimately, click costs are a key success factor for any paid online marketing campaign, as they have a significant impact on the resulting conversion costs and thus the potential ROI.
Our second Google AdWords dashboard focuses on key metrics at a campaign level. Some of these KPI templates can also be used for individual ad groups or even keywords with sufficiently large sample size. On the Google AdWords Campaign Performance dashboard shown above, we present a detailed breakdown of the conversion rate and cost per conversion, both aggregated and for individual campaigns, but also for different devices.
Conversion is by definition a desired target action such as the purchase of a product, the registration for a newsletter or the download of a white paper. The conversion rate is strongly influenced by the so-called "relevance chain" in Google AdWords campaigns. This means that first, the placed ad must be relevant to the user's search query and then the linked landing page should also be relevant to the ads. In addition to the necessary relevance, the design and content of the landing page play a significant role, which must satisfy the specific needs of the searcher. Of course, the conversion rates can vary greatly depending on the desired target action and concrete use case. For example, a conversion rate for downloading a whitepaper after providing personal data of approx. 25% would be attainable, whereas such values for a product purchase should only be possible in exceptional cases.
Furthermore, the conversion rate of Google AdWords campaigns directly influences the cost per conversion. For example, if you have an average click cost of 2$ and receive 100 clicks that convert to 7%, this corresponds to approximately 28.57$ cost per conversion (200$ cost / 7 target actions). If you have a conversion rate of 12%, it would be only 16,67$ (200$ / 12). In addition, it can be assumed that high conversion rates correlate positively with a positive landing page experience, which in turn reduces click costs through a higher quality score. Therefore, it can be assumed that thanks to the lower click costs, even lower costs per conversion would actually arise.
Finally, on the dashboard, you will find an overview of the best 8 campaigns in terms of cost per conversion. In addition, our fullscreen dashboard also shows the associated costs, clicks, and the number of conversions. This helps you to get a quick overview of the performance of individual campaigns and which ones have the greatest influence on the total number of conversions, as well as on the conversion costs. In this example, the campaign "Analysing Data" is responsible for the majority of target actions with comparatively low conversion costs.
In our third Google AdWords dashboard template, we presented specific metrics for a display campaign in the Google Display Network (GDN). In general, you should make sure in your analyses that data from search campaigns and display campaigns are never analysed aggregated, as there are usually significant differences in click-through-rates and click costs. For instance, the majority of display campaigns have lower click-through-rates, but also low click costs. Often, however, these also have significantly lower conversion rates compared to search campaigns. Our Google AdWords Display Network dashboard takes a closer look at the following 3 key figures: the cost per thousand (CPM), the percentage of impressions you receive compared to the total amount of impressions (impression share), and the view-through-conversions.
In the brief KPI overview on the dashboard, you will first find a summary of all relevant key metrics for a display campaign, which we have already discussed in our first 2 dashboard examples: the total costs, the clicks, the click-through-rate, the click costs, the costs per conversion as well as the conversion rate. In addition, there are other particularly interesting key metrics for display campaigns, such as the cost per thousand (CPM). CPM is a key figure in display marketing as well as a bid strategy for Google AdWords display campaigns, in which payment is made not for clicks, but per 1000 impressions of the ads. On our dashboard, we have shown this as an example for various placements – in this case, target group-relevant websites. Another relevant key metric is the availability of possible impressions (impression share), which is calculated from the number of impressions actually received by the number of theoretically achievable. As a rule, a small share of possible impressions is caused either by a limiting campaign budget or by a too low Ad rank. We have visualised this on our Google AdWords Display Network dashboard for the 5 campaigns with the lowest impression share. The view-through conversion rate is another relevant display indicator. It measures how many users perform the desired action within 30 days even though they didn't click on the ad. The benefit of this highly controversial metric is probably an attribution of a certain value for the generated view-through conversions in the individual attribution model.
We hope that with our 3 selected Google AdWords dashboards we have been able to provide you with the added value of professional dashboard designer software for monitoring, analysing, optimising and reporting your Google AdWords campaigns. You are more than welcome to convince yourself on the benefits of our dashboards for a 14 days trial, completely free of charge. The connection of your Google AdWords account requires only a few clicks and you will receive an automatically generated dashboard based on your individual data within just a few minutes!
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