Monthly reports are a great method to keep track of metrics that lead to a successful online marketing strategy. Based on the information presented in the report, actions are to be assigned and implemented accordingly. In case it is the first time you are receiving this report please read the note at the bottom of this article.
1. Website visits via adWords
The graph shows the number of daily website visits generated via AdWords. The number of visits should remain fairly constant, once the campaigns reach the maximum daily budget ($329). It is possible to observe fluctuations specially during a period where the account is undergoing a strategic revision. Your contact person at INTK is responsible to take action based on this information.
2. Top 10 webpages visited via adWords
The list with the top 10 webpages visited via AdWords shows the URL of the pages, the number of page views and the respective bounce rate. The number of views shows how often the pages have been visited via AdWords. The bounce rate shows the percentage of visits that leave the website after visiting that single page. Bounce rate can be reduced by improving the experience online visitors have in the website. It is important to analyse what visitors expect from each page and make sure that information is delivered in a clear manner.
3. Impressions (number of ad views) and visits by campaign
This list shows the top 10 campaigns currently active. Impressions represent the number of times ads from a campaign has been shown in the last month. The number of visits shows the number of website visits that the campaign has generated. INTK creates different campaigns based on the information found on your website. Each campaign contains multiple ads.
The number of impressions a campaign receives reflects the interest that people have about the topics covered by the campaigns. We cannot directly increase the number of impressions a campaign receives because that depends on the number of times the bought keywords are search. The list of campaigns organized by impressions can give your organization an idea about the interests and preferences of your public.
This metric shows the total number of impressions received in the last month. INTK uses this number to benchmark the performance of your campaigns with campaigns from other organizations within the same sector.
Clicks shows the total number of times the ads have been clicked in the last month. INTK uses this number to benchmark the performance of your campaigns with campaigns from other organizations within the same sector.
The click-through rate (CTR) represents the percentage of ads clicked in comparison with the number of ads shown (impressions). This metric represents the average CTR in the last month. The importance of CTR depends on the goal of each campaigns. For example, brand awareness campaigns do not necessarily need to optimize CTR as the goal is to increase the number of people that is exposed to the brand of your organization, therefore clicking in the ad is not the main goal. INTK uses this number to benchmark the performance of your campaigns with campaigns from other organizations within the same sector.
7. Ad Spend
Ad spend represents the total amount of Dollars spent in the last month. INTK focused on spending the entire Google Grant budget which is $329 per day. Organizations that have a low web-traffic or are located in relatively small cities might never be able to spend the entire budget. In some reports the value is represented in Euros, however, the real value is actually in Dollars. The best way to ensure that the entire budget is being used is to create website content that the general public is interested in.
8. Top 10 keywords (via AdWords)
This list shows the keywords that generate the most number of impressions in the last month. The keywords used for the campaigns are based on the information available in the organization website. The number of impressions per keyword depends on the number of times that people search online for that keyword or similar keywords. This list gives an impression on topics that the general public is interested in.
The conversion graphs shows the number of goals achieved by each campaign. The goals have to be configured using Google Analytics. Common goals are: newsletter subscriptions, tickets sold, etc. The number of conversions will show zero in case your organization has not defined online goals. INTK can assist your organization defining online goals.
In case it is the first time you are receiving this report, it is possible that not enough data has been collected. The cause for this issue could be the fact that the Google Analytics account and the adWords account have only recently been connected. The fact that no visits are shown in the first graph does not mean that the adWords campaigns are not generating visits.