Original subtitles

Metrics and optimizations: Google Ads

In this lesson I will teach you to analyze the metrics in Google Ads

and I will give you several tips to optimize the results.

I teach you how to do it.

Normally in campaigns focused on e-commerce,

the most important metrics to review are the return on investment,

since they are very focused on sales.

In this case to clean the dashboard of our reports,

which is the one that we will consider the most when entering the platform,

we use campaign filters.

If you see here, I will select only everything enabled.

And so I clean myself of all the campaigns that I do not use,

that are paused or idle.

So I will only take into account these here, which are the ones I am working on.

As I mentioned before, it is important to me

always have the columns ordered in the same way.

All I have to do is click Columns and Modify.

Here I can delete or add and I will leave it clean as I like it.

When I have the columns taken out and ordered,

as I have commented in previous lessons,

I give Save,

I put "Def" in my case, you can put whatever you want,

and so I always have my Def in columns.

Next to Columns, there is another selector called Segment.

I wanted to show you the most interesting ones for me.

If we click here, we can see by period of time.

Here we can see the time of day,

the week, month, quarter, etc., that worked best.

For example, I am curious to know when I have had the most conversions

throughout the day within this time period.

I am looking at each campaign and I see here in Conversions

that when I usually have the most is at this time

It is four in the afternoon and at six.

I have nine or eight here too.

Therefore, it is important that I have enough budget

between eleven and six in the afternoon.

So here too there is an important hour, which is ten o'clock,

but in between then it starts to go down.

This in our campaign,

in another I can visualize when it is most important.

Another interesting segment is that of devices.

So I can see where I have more conversions,

whether on mobile phones, computers or tablets,

and so I could make a bid adjustment to be able to invest more

on that device where you have the most interest.

I also have to look at the ROAS, not just the conversions,

since if I have a very high cost and a low conversion value,

Even if it has a large volume of sales, it should not be so interesting.

Even though I have more conversions here,

It turns out that ROAS is higher on computers.

Nor can I put all the budget to computers

because it would never appear on mobile

And all these conversions and purchases I wouldn't have.

For example, I see that the lowest ROAS is for tablets

and it has little traffic compared to the rest.

For example, it could be that on tablets it does not appear this way.

If I click on Devices,

I will select only one campaign for you to see the example.

In the one that I have seen that in tablets it did not work,

I can put Reduce 100.

Therefore, a bid of 10 will become 0,

which is what I want there to be, 0.

I click Save and I will no longer appear on tablets.

Here I can visualize the metrics and always get the same columns.

Since I did not have it saved on this screen,

would have to do it again.

It's tedious at first

leave all screens with the desired columns,

But when you do, you have it forever.

Another segment that I want to show you is through networks.

As you know, in Standard and Smart campaigns

we can appear in different networks.

All of these here are Standard campaigns

where we have selected to appear in different networks.

You see that we had the option when we set up the campaign.

As I have told you, in the Google search network

is where the highest volume would go

both traffic and investment of Standard campaigns.

As you can see here, we have many more clicks

comparatively than any other network.

I already told you that in Standard campaigns

the search result is always prioritized.

Also if I see that it is not too profitable

the Display network, which is low on impressions and costs,

what I can do is get it off me

going to Campaign Settings

in the corresponding campaign, which was Components,

and in the networks I deselect this tick.

I give Save and I will no longer appear.

Now I also wanted to show you the auction comparison.

I am in the selection of Campaigns, I come here.

Look here what I can see

it is those competitors that are appearing

at the same time that I am appearing for the same result.

This report is super interesting because we can see

how much are our competitors coming out

above or at the same time as our advertisements.

The first column is the overlap rate,

how often in the same auction

another advertiser's ad and ours receive an impression.

The top positioning rate is the frequency

with which the ad of another advertiser in the same auction

shown in a position superior to ours

when both ads have run at the same time.

Top of page rate is how often our ad

has been displayed at the top of the page.

Impression share is a very interesting technique,

since it is the number of impressions that we have received

divided by the estimated number of impressions

that we could have had.

"We could have had" is based

in segmentation settings, product approval status,

the bids or the budget that we put,

the quality level of our ads.

That is why it is important to have

a catalog, a very good quality product feed

for the Google algorithm to give visibility to the ads

as many times as possible and this is as high as possible.

In this case we are seeing that Deporvillage

comes out at the top of the page

42% of the time compared to us.

In the overlap rate we are looking at the percentage

that we went out at the same time as these competitors.

If we see that in our campaigns Deporvillage had

a very high overlap rate, of 50%, for example,

if we are interested, we could try to raise our budget

or improve the quality of our feed to be able to leave more times

and win the bets

and that users buy from us instead of from them.

If I go back to the campaigns,

I can select here the number of days that I would like to see.

For example, I can put the last three months up to yesterday.

I can even set this number.

I click and then I see the whole result

of that period of time.

I can order it, for example, by return on investment.

So I see that the components have a very good return

and the paintings are not even profitable because we would pass profitability,

we would start making money from one.

So this is very concerning, so we will click here

and we will investigate a little what is happening.

Here to be able to see where the products are,

I would have to do the deployment

and here I am only looking at the bicycle frames.

We already see that I am not having profitability.

However, there may be profitable cadres and others may not.

That is why it is very important to add the lowest possible subdivision,

which in this case would be Article ID.

I will select all to be able to investigate

which are the paintings that are profitable for me and which are not.

I'll sort them for ROI and to clean the screen a bit,

I will select a filter, which is Cost.

I have it written for you to see, it is Coste.

Greater than 0.5 or 1,

just enough to have had some value or some impression.

So here I can see what the products are

that have had a cost and none have had any conversion.

Therefore, it could pause the entire campaign.

We will see another campaign where the IDs are different

and have return or not to pause only some or enhance them.

Take a look at this Components campaign, we have various components.

We take out the groupings and we have handlebars,

saddles, brakes, etc.

Here we can see that the saddle pads have a very low ROAS.

We are going to get the IDs here

to know which ID are not bringing us much profitability.

I select all, save without editing the bids

and here I begin to see that this saddle does have profitability,

this one here too.

And the rest maybe if it takes a long time

without having prints and with a high cost,

I could select and exclude them.

This is the way to optimize.

Here because there is an automatic system,

but if we want to modify the bids,

we could go to the campaign settings

and where do we have the bids?

we would change strategy to manual.

If you remember, in the manual we could modify the bids

and give it more or less according to the performance they have.

That is why it is important not to pause or activate the campaigns

based on the performance of the initial campaign setup,

but you must inquire a little more

because there may be products that are very powerful

and do not give you a very interesting ROAS overall.

But if you pause all those that cost you investment,

that have a lot of cost, but they do not bring you sales

and you only leave the ones that bring you profitability,

this campaign will surely become much more profitable.

Lastly, I wanted to show you the reports.

These default reports here are very interesting.

If we go to Shopping, our campaign types,

We could go here by category and by brand and I will be able to visualize them.

Here we see by the types of product.

If you remember here in the feed,

if we have a product type, Product_Type,

Bicycle components, Bicycle and fork frames,

here we could see bicycle components,

Frames and forks, Bicycle frames,

how this grouping is behaving.

We see that you have a conversion and here you could get

the conversion value times the cost, which is the ROI.

So this line here has a conversion value of 8.73.

Perfect, it's very good.

If I order by cost, from high to low,

We can see that this has a cost that is in the fourth and fifth position

and that it has zero ROI because it has no conversions.

The rear wheels may

do not convert very well in this period of time.

Here I have the last seven days, but I could go reviewing

how much it would be interesting to me.

What if I still have zero ROI

or a number of conversions of zero on rear wheels,

maybe it's a good time to pause it

or lower the bid if I am in manual bidding system.

Here you can investigate various Shopping reports.

You see that you have different attributes

and thus be able to get more information

and to be able to evaluate all your products to gain a lot of profitability.

Already seen how to analyze the metrics and optimize results in Google Ads,

in the next lesson we will do the same, but on Facebook.