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Posted on 08-20-2014
By Ben Bien
The performance of your chiropractic Google AdWords campaign depends on how well you analyze the metrics. The strength of AdWords is in the data it collects over time. As you up your budget and run more aggressive campaigns, you will learn more about what works and doesn’t work. Always export AdWords data and organize the primary statistics into a spreadsheet. Track data over time to see patterns of how to best spend your budget to maximize clicks, minimize cost-per-click, improve patient conversions, and decrease cost-per-conversion.
1. Customize your columns to include “Competitive Metrics,” such as Search Impression Share, Search Exact Match IS, Search Lost IS (Rank) and Search Lost IS (budget).
These metrics report percentages, which show how much of the total impression share your chiropractic ads receive. Higher percentages under “Search Impression Share” and “Search Exact Match Is” are good. It means your chiro ads are getting seen more often than not. A search impression share of 90% and over shows your ads get shown most of the time and are being seen by the right targeted audience.
Also, look at “Search Lost Is (rank)” and “Search Lost Is (Budget).” The lower the percentages here, the better for your campaign. Essentially, it means you aren’t missing out on people seeing your chiropractic ads because of low ad rank or low budget. If the percentages for these two metrics are high, you need to improve the quality of your ads, bid higher, and increase your daily budget. (See Figure 1)
2. Record the total clicks, impressions, CTR, avg. CPC, Cost, avg. Position, and conversions of your chiropractic campaign to track progress over different time frames. AdWords shows daily and weekly trends. To see monthly data, generate and export a report to a master spreadsheet so you can see changes by month. This will share information about seasonality. It will also show how certain variables like budget and number of competitors can change the avg. CPC and how many clicks you get for every $100 you spend. (See Figure 1)
3. In the Keywords tab, choose the Details menu and select “All” under “Search Terms.” A list of actual search queries that triggered your chiropractic ads will show. You can look at this list on the campaign level or by ad group to see what terms people uses triggered your ads. This feature reveals what people are searching for most and will help to identify negative keywords you can add to your campaign to filter our irrelevant clicks and impressions.
When you choose “All” in the “Auction Insights,” you are shown how much of the total impression share your ads get compared to your competitors who are targeting the same keywords. A high percentage means your chiropractic ads are showing as often as your competitors’ ads. The “Top of page rate” shows the amount of times your chiro ad was in the top position out of the total possible impressions.
In Figure 2, the Auction Insights report shows this particular ad is showing ads 84.72% of the time and reaches the top of the page 94.37% of the time.
• Track fluctuations in key performance indicators (KPIs) in a spreadsheet to see how your chiropractic ad campaign changes over time. Track any changes you made so you can see how the change affected the campaign’s performance.
• Customize the columns of your dashboard to show “Competitive Metrics” such as Search Impression Share, Search Exact Match IS, Search Lost IS (Rank) and Search Lost IS (budget). These percentages show when you need to increase your ad budget or improve your settings and keyword quality score.
• Check the Search Terms report and Auction Insights report to see what potential patients are actually searching for, and how often your ads are showing up relative to your competitors.
Don’t get overwhelmed by KPIs, Competitive Metrics, and locating the right Search Terms. Get help from experienced Google AdWords Certified Professionals. Call 1-800-IMATRIX today for a free chiropractic PPC consultation.
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