Hello again!

This week, our host Matt Umbro (@Matt_Umbro) came up with a good set of questions around the pay per click topic “Client Reporting”. The following is the transcribed Streamcap from the live chat.

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This post was written by Robert Brady from http://righteousmarketing.com. Robert can be reached via email at robert@righteousmarketing.com or through Twitter @robert_brady

Thomas Edison once said:

“I have not failed. I’ve just found 10,000 ways that won’t work.”

Often we evaluate our PPC efforts from the same perspective; looking at keywords that were too expensive, ad copy that had a low CTR and landing pages that didn’t convert for mistakes to avoid in the future. The problem is that by Edison’s experience you may still be thousands of mistakes from the right answer.

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Search Query Performance reports for pay-per-click (PPC) campaigns are extremely valuable for finding new and negative keywords, but another helpful indicator of search terms can be found within Google Analytics (GA).  Two filters work in conjunction with each other to override your PPC keywords and grab the exact terms that users are typing in when clicking your ads.  So what’s the big deal?  Don’t Search Query Performance reports tell me this information anyway?  Yes, but these override filters tell you what happens post-click and, as I always say, PPC cannot be done in a vacuum.  You need to analyze the whole process from search query to conversion.

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Google AdWords is an amazing advertising platform but, like most things, there is always room for improvement.  I will take a look at various AdWords features and voice my concerns while explaining why improvements are necessary.  As a precursor, I have spoken with my Google representative about my concerns and she has assured me that they are being taken into consideration.

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The Google AdWords Content Network has come a long way in the last year.  Before some necessary enhancements were implemented I was wary of the Content Network and believed it to be a waste of money.  Though I still have concerns, the Content Network now has the ability to be much more targeted and provide conversions.

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Google AdWords offers many great reports to help you determine the success of your pay-per-click (PPC) campaign. I’ve already discussed the benefits of the Search Query Performance report, but today I’m going to discuss the importance of the Geographic Performance report.

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