Tracking how your campaign performs lets you see how effective they are at attracting potential customers. You can use this information to make adjustments to your ads to improve their performance. For example, in your Smart campaign’s overview, you can track the number of times customers have taken an action with your ad, such as clicking it or placing a phone call from it.
How impressions work
The Smart campaigns overview uses “impressions” to tell you how often your ad is being shared with potential customers. An impression, which you don’t pay for, is counted each time your ad is shown to someone using Google Search, Google Maps, YouTube, Gmail, or Google partner websites.
Reviewing your customer impressions and clicks
You can find the number of customer impressions and actions on your ad in your dashboard.
Your dashboard can also show any of the following information, depending on your account settings:
- Impressions: See how often any version of your ad has been viewed.
- Clicks: See how often any version of your ad was clicked.
- Call clicks: See the number of times potential customers tapped the “Call” button in your ad from mobile devices.
- Verified calls: See how often you received calls to the Google forwarding number in any version of the ad.
- Map actions: Track the number of times people saw your ad and then clicked your business’ pin on Google Maps or got directions to your business.
- Analytics goals: By linking your Google Analytics and Google Ads accounts, you can use tracking IDs and tags to monitor traffic from your ads.
- Amount spent: See how much your campaign has spent.
Improve your campaign’s performance
If your Smart campaign isn’t performing to your expectations, ask yourself the below questions to identify ways to improve it.
Are your search phrases specific and appropriate for your ideal audience?
Your search phrases should be closely related to what you’re advertising. The more relevant and specific your search phrases are to what you offer, the more likely they’ll be to bring in customers for you.
If your search phrases aren’t a good fit for your business, first make sure that the keyword themes you’ve chosen are as accurate and relevant to your business as possible.
If your keyword themes accurately describe your business, but some of the search phrases don’t apply to your business, try turning them off—you can always turn them back on later.
Do you have a relevant landing page?
Take a look at your landing page—the page on your website that your ad is linking to. Make sure to include a clear call-to-action in your ad that takes viewers straight to that landing page.
For example, if your ad text says “Call us”, be sure to include your business phone number on the landing page. If your ad text says “Limited time offer”, be sure to point people to that promotion on the landing page.
Is your ad reaching the right people in the right locations?
Make sure that your ad is showing in areas where your customers are more likely to be.
For example, let’s say you create an ad for your dentist’s office and set your ad to show in London. When someone in London searches for “dentist” on Google, your ad is eligible to show. Another person in Manchester searches for “London dentist” on Google. They can also see your ad because they included your selected location “London” in their search. To make sure that only people in your selected locations can see your ads.
Does your ad appeal to your customers?
Your ads are the voice of your keyword themes. The more relevant and engaging they are to what your customers are searching for, the more likely they’ll generate results for you.
Do you have enough budget?
Try increasing your budget if your ad is performing well and you want even better results. If your ad’s results are below your expectations, consider increasing your budget and applying the tips above.
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