Those generous folk at Google headquarters have been rather busy in the past twelve months, launching many different types of AdWords report which in most cases have helped advertisers to refine and optimise their accounts – increasing ROI and keyword profitability.
With this in mind, at digital marketing agency Intergage, we believe that it is easier than ever before for advertisers to understand the value of a click and to have an accurate understanding of their return on ad spend (ROAS.) Rather than sponsoring hundreds of keywords and assigning generic bids across the board, users can now have an in-depth recognition of which advert positions are generating the best click through and conversion rates.
Although this information has been held in Google Analytics for some time, Google has now decided to bring the data into the standard AdWords interface so that is far easier to access while managing your account.
Known as the “Top versus Side” report – this information can be accessed through the “segment” menu, to the left of the “filter” menu, found on the AdWords dashboard. Presented in a data table format, this report allows users to compare standard metrics such as impressions, clicks, CTR, conversion rate and cost based on whether your advert appeared in the top positions above the natural search results, or down the right hand side.
Armed with this information, advertisers will be able to make bidding judgements based on fact – if an advert is performing consistently well in position two then it would be wise to continue to bid aggressively to maintain this rank. Alternatively, some users may be pleasantly surprised to see that adverts in the lower positions are performing significantly better and at far less cost. If this is the case, why not reduce bids in other campaigns and adgroups and see if your adverts still perform well in the lower side positions?
If you would like to know more about the different reports available within Google AdWords why not book a two hour consultation with a member of the Intergage Web marketing team and discover more ways to increase your adwords ROI – Call us today on 0845 456 1022.
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