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How To Analyze Google ADs Campaigns 2022 | Google Adwords Tutorial

Published on: December 6 2022 by Shri Kanase

How To Analyze Google ADs Campaigns 2022 | Google Adwords Tutorial

How To Analyze Google ADs Campaigns 2022 | Google Adwords Tutorial

yo what's going on everybody srikanasa
here so how to monitor your
google ads campaigns in 2021 and onward
let's face it the entire advertising
platform has changed
there are so many different rules when
it comes to advertising now
especially in 2021 with things like
google merchant center bands
and so forth these things directly have
a big
impact on how your ads perform how your
ads are shown to the general public
and also how you should monitor them
because if you guys have been following
me for a while and if you haven't be
sure to destroy that subscribe button
down below
but i released a video on exactly how to
do monitoring for google ads campaigns
which you can check out some of those
parts still work however in this video
i'm going to be going over some new
things
which i started looking at in order to
really monitor my google ads campaigns
and make sure they come out right at the
top but without wasting any more time
let's jump right into it the first thing
you'll have to do in order to find any
type of success with these
strategies i'm about to reveal is to
destroy that like button until it turns
blue i promise it's gonna take just two
quick seconds okay hopefully i've done
that
but let's start off by diving right into
my main google ads
account for one of my main shopify
stores so as you can see
within the last 30 days this account has
done a large volume
total number of sales and total cost in
general so if we go all the way down
we can see that within the last 30 days
this account spent roughly
thousand dollars and of course all of
the conversions were not really properly
tracked
but in the end came out to around forty
six thousand dollars about fifty
thousand dollars so
this lets you know that the roast is
absolutely real when it comes to google
ads which is why i recommend it
in the first place but just to show you
guys this is 100 real
i'm gonna go ahead and refresh this so
that you guys can see that none of this
was photoshopped
i did not go in and change anything by
myself so as you can see
it is fully loading right now once it's
loaded i'm going to go ahead and take
you guys
over to the bottom to show you guys so
let's scroll all the way to the bottom
so we see right here fourteen thousand
eight hundred three dollars
and if we look at the total conversions
again forty six thousand nine hundred
about fifty thousand so one hundred
percent real results and of course this
data is not a hundred percent correct
but i want to show you guys exactly how
i even achieved
these results when it comes to
monitoring my google ads campaigns
because
without taking the right steps and
excluding the bad products keywords and
so forth i would not have been
able to achieve such results so for this
example and
this video in general i'm going to be
diving into my main general testing
campaign which is the first one right
here
as you can see it is currently run at
400 dollars a day
and if we look so far within the last 30
days it spent the most amount of money
but what i want you to take a note at is
pause this video for just two quick
seconds and look at
all of the columns which i've laid out
it's really important that you lay out
your google ads account in the following
way
so that you can properly monitor
everything so the first thing
impressions
click ctr average cpc and so forth and
if you go all the way to the right we
can see that it ends right here
with invalid click rate so hopefully you
have passed the video and put your
account in this proper manner
but let's start off by looking at some
of the data exactly
what should you be looking at in the
first place to make some decisions
so first things first the most important
criteria which i look at
always for my campaigns is ctr now
ctr is not directly going to influence
whether i shut off a campaign or not
but it definitely influences what kind
of results i get so i always like to
look at the ctr column but in addition
i like to go up over here and go to the
performance section
to go to then click ctr to see how my
ctr
was performing within the last 30 days
because that really lets you know how
your campaigns were running whether they
were
good or not one main thing a lot of
people fail to realize is that
ctr should always be your focus because
the higher it is
the more your quality score and the
higher your quality score the better
your results you will get
with your campaign so right now we can
see that within the last 30 days it was
0.88
it was kind of fluctuating all over the
place but overall very consistent now
my goal is always to get this to 1 or
higher
it becomes a little bit difficult when
you have a lot of products on your
account now for this account i have over
a thousand products running
especially within this campaign which is
why ctr may not always be
as high as we would like but ctr
definitely the first thing i look at to
monitor my campaigns
to make sure then that that campaign is
in the proper manner and that it's
getting me the result that i want when
it comes
to the exact metric of the ctr next i
look at
is of course average cpc now cpc is
going to depend
per campaign depending on what you set
your max cpc to
it's going to really be different for
each person out there but what i
normally like to do is i like to set
this cpc at around 35 cents to 50 cents
for general testing campaigns
and let it run but once it gets enough
data and if we look at all time for
this google ads account we can see that
this general testing campaign
spent roughly 80 000 which is why the
cpc is so low one thing people fail to
realize is that google
requires time you can't really force
google to work quickly like you can with
facebook
that's why the more it spends the more
time you let it take
the lower your cpc is going to be and
the smarter the algorithm is going to
work for you so cpc definitely is a big
thing if you have a very high cpc
you may be unprofitable so be sure to
look at that and instead up cpc which
you can be profitable at again
my personal preference is 35 to 50 cents
but
next thing i look at is of course the
cost normally for new google ads
accounts
if the campaign has spent over a hundred
dollars 200
maybe even 300 with zero sales there's
definitely a problem you want to go
ahead and check your products
check the landing pages see if there is
any issue there but
otherwise cost is going to mostly tell
me how my campaign is performing
if it is profitable at that cost or now
now for example right now
since january just started when i'm
recording this video people have already
spent a large portion of their budget
when it comes to shopping and because of
that
this campaign is definitely suffering
the robas is on the lower end for these
past few days so what i normally look at
is i look at the cost
to see if it is overspending if it's
spending enough or not
and based on that i make my decisions so
if i'm unprofitable within the past few
days
i'll go ahead and lower the cost but not
touch the bit or anything
especially if it was already working if
it's really doing well and bring in a
very high row as i'll go in and adjust
the cost
maybe 20 increases every seven days or
so so that's normally what i do
when it comes to the cost now the next
column on my list is conversion however
i don't really pay much attention to it
because
the next few columns are going to
determine whether these conversions that
are listed
in this column have any meaning or not
so we're going to look at
the cost over conversion now this number
is extremely important because it is
telling you
what is the cost per conversion that
you're getting are you getting it at a
profitable rate or are you getting it at
a loss
of course if you're getting it at a loss
you want to go in and change some things
so that this changes
and goes a little bit down for me since
i sell
both mid tiket high tiket and low
tiket items 37
per conversion is a great number because
some of the products that i sell
go all the way up to 500 and more so it
is again going to depend
per account but this will let you know
especially if it's a brand new account
not spending too much money
or you're within a niche whether the
products that you're selling
have any value or not we're going to go
inside this campaign to look at the
individual products as well
but overall this is what i look at and
one thing i want to mention is that i
look at
last 14 days to last 30 days worth of
data i don't really look at last seven
because with google ads it takes up to
14 days for
all of the conversions to be properly
recorded so if you look at last seven
the data may not be accurate enough for
you to make decisions next we move on to
the conversion rate this number
is just going to tell you what
conversion rate your campaign is getting
of course the higher it is the better
but in my opinion
you want to be looking at those other
metrics in order to really improve them
such as ctr
lower the cpc in order to kind of
increase this conversion rate but
next column is conversion value over
cost basically
what is your return on ad spend for that
campaign so right now
we can see that this campaign has an
average return on aspen of 3.21
if you scroll all the way down we can
see that this account within the past 30
days got a 3.17
row as of course this is not the right
number a lot of the sales
were not calculated properly but robas
again very important it lets you know
how much you're spending to get back so
i'm getting a three times return
on my money for this first campaign of
course this number is also important
because it lets you know
if you're in the positive or the
negative when it comes to profits since
i have so many products in this account
this number is definitely in the
positive but our main goal is to always
try to bring it all the way up
as possible now next thing is conversion
value again
very simple how much sales you've gotten
so far with the account so
not too much to do there but let's move
on to the next thing search impression
share
now a lot of people really don't even
know what search impression shares
in my opinion this is one of the most
important things you can add because
let's read exactly what it says so it
says search impression share
is the impressions you've received on
google search sites
divided by the estimated number of
impressions you were eligible to receive
so
overall if i was eligible to receive a
hundred impressions for this campaign as
a whole
in this case i only received 25 percent
of it or 25 impressions in total so this
number is really important again because
it lets you know
how you are performing compared to
everybody else are your ads ranking or
not
are you getting enough search
impressions for your ads or not normally
a lot of people believe that the higher
this number is the better in my opinion
that is not true at all because
as you can see with the 25 search
impression share i'm at a three
row as and even more if we calculate the
real sales from this campaign so
it doesn't really matter whether it is
close to 100 or not
however it definitely helps if you have
more search impression shares but
don't get too stuck up on this as long
as you're profitable as long as your
campaigns
are spending all of the budget that is
an okay number to have it
and usually for drop shipping stores it
will range anywhere from 15
to 30 percent depending on the bit but
let's move on to the next thing and that
is
click share again it's very similar to
search impression share but in this case
if there's a hundred clicks in the
market how many clicks are you getting
out of those 100 clicks in this case
i'm only getting 10 so about 10 clicks
out of 100 in total these two things
depend a lot on what kind of ads are
running what kind of title you have
what kind of image you have pricing
description etc
so in order to improve these i highly
recommend you focus
on the product page make sure your title
and descriptions are search engine
optimized i've made a great video on
this which you can check out
on my channel i'll leave the link in the
description below but
seo definitely helps a lot for this make
sure the pricing is competitive again
i've made tons of tutorials on that
which you can check out i won't really
go over them but i really look at these
two numbers to monitor my campaigns
make sure they're in the right amount
because if i notike search impression
share is going down and let's go ahead
and look at the chart above to see
what is going on with all of that stuff
so for search impression share
again we can change it between daily and
weekly i like to leave it at weekly
but for now let's look at daily so if we
look at daily within the last 30 days
it has been around a very consistent
rate of about 25
to 30 percent it definitely did decrease
come january which means
new competitors may have come into the
market maybe some of the products which
i was selling
now are getting saturated or maybe my
quality score has gone down for the
campaign so as you can see
the change in my search impression share
is really not that big
overall it went from about 27 to 22
and then now it's back at 23. the main
reason is because once
january started i did lower the bid of
my general testing campaign so this is
when
bids really play an effect if you're
unprofitable you may have to lower the
bids
and this is a perfect example of what
happens when you lower the bid your
search impression share goes down
because now you're bidding lower but
again it doesn't really matter if this
lowering of the bid is going to make you
profitable once again so that's exactly
what i did
let's look at now click share to see
what i would do
based on that data so with the click
share again bit
definitely impacts that so from the
beginning click share did go down
overall
but now as you can see it's going back
up that simply because
my campaigns are getting used to the
data that my products are getting and
now they're
performing much much better because the
algorithm is getting smarter so that's
exactly how i use
search impression share and click share
to monitor my campaigns basically
determine whether they're going up or
down and whether that change
is making me profitable or getting me in
a loss but let's move on to our next few
columns which is
the invalid click rate now these other
columns i don't really pay much
attention to
when it comes to shopping ads but
invalid click rate that's simply the
click rate which describes your
competitors or basically
but clicking on your ads there's a lot
of bots out there
which randomly click on your ads it's a
number really you can't do much with
however you can subscribe to various
software out there which kind of lowers
this rate so you're getting more
real clicks instead of bot clicks but
the good thing about google is that it
doesn't really charge you
for this clicks but let's go inside our
campaign now to see
a little bit more with the products and
how you can use these same metrics
to determine whether you should keep the
products or get rid of them so we're
inside the product section of the
general testing campaign
as you can see various different
products here let's look at the ones
that spend the most money so of course i
start off by looking at the cost clicks
impressions
look to see if it's getting any clicks
and impressions or not next i move on to
of course the main important metric
which is ctr
as you guys can see each product is
going to have different ctr
based on how you chose the images how
you did the titles descriptions etc so
these ctrls range all the way from 0.97
all the way down
to about 2.99 up to three percent
sometimes even up to five percent so
that's why it's really important to make
sure that you
change your images if you notike that
the ctr is very very low in fact
if my ctr was for example in this case
any less than 0.30 so as you can see
these products have
zero clicks so far with a lot of
impressions so if you scroll just a
little bit down
we can see that there's a lot of
products with zero until we get here so
0.06 percent ctr that is a very very low
number
in this case what i always do is i try
changing the image and then wait 14 days
if that doesn't help i try changing the
price for that product and wait 14 days
if that still doesn't help that's when i
exclude the product completely so
these are a few things i do if i notike
a very very low ctr
again anything less than 0.30 if it's
above 0.30 i normally don't really touch
it
especially if it's getting sales but
that brings me to the average cpc now
if it's a maximize clicks general
testing campaign this number really is
irrelevant because
you can't really change it individually
however if you do plan to create a
scaling campaign
you will be able to know exactly what is
a bit that is working for you
so for instance if you scroll just a
little bit to the right we can see that
this product right here has a 4.23 row
as
at a cpc of 0.15 that lets me know that
that is a perfect cpc
if i'm feeling a little bit extra daring
or bold i might try to increase that
just a little bit to 0.20
to see if that works but that's exactly
what i do when i look at average cpc i
compare my average cpc to my conversion
value over the cost meaning my row as
to see how far i can scale that product
of course if your
os is like anything below 2.0 or
anything that is
making you unprofitable and you know
that it is unprofitable
i highly recommend you get rid of that
product as soon as possible i don't
really let
bad products run hoping that they would
sell because very rarely that's gonna
happen and you might just end up losing
money
with that product so that's exactly what
i do when it comes to looking at average
cpc
and my row as next of course conversions
column we don't really pay attention
conversion rate i look at this
conversion rate to then figure out
whether my product page needs any
improvement
as you guys can see with the robots at
4.23
i do have a decent conversion rate for
that product individually of 0.49 that
number really doesn't always make sense
because as you can see the next product
has an average conversion rate of 0.59
with
a row s of 2.49 so much lower than this
product so
again take this with a grain of salt
these other metrics like
conversion value over cost average cpc
how much you spend and if you're even
profitable
with the product are much more important
looking at cost per conversion
again this is going to depend on every
product every product is different
if one product brings you profits at 30
dollars that's good if the next product
brings you a loss at 30
that's bad you want to get rid of that
especially if it spends more than your
profit margin
so for instance if the profit margin for
this product was 25
and this product spent over 25 already
that means
i wouldn't go ahead and possibly exclude
it completely and again i like to look
at last 14 days worth of data
to make sure i'm doing the right things
when it comes to cost per conversion but
again you can look at the other metrics
like search impression share
click share for the products themselves
however
i just look at the individual campaign
as a whole to determine that
but that is exactly how i really monitor
my campaigns
make sure they're in working order and
make sure the products that are running
within
are actually getting the results and
this is the same tiknique i do
four keywords i don't do anything
different really i make sure that
keyword that is associated with the
product
is profitable and within my profit
margins if it's not
i get rid of it completely i just simply
exclude it but this is the overall
strategy if you found any type of value
in this video
destroy that like button and destroy
that subscribe button and i'll see you
guys next time