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G Ads Performance Metrics to Track When Hiring An Agency
Hi everyone. We're going to be hiring someone to manage our Google Ads soon. Besides RoAS, what performance metrics should we be tracking to best monitor performance and maximize our RoI?
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1 Reply
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Beyond ROAS, you can look at things like conversion rate and AOV but those are more things you can try to influence than 100% fix. CTR can be helpful if you don’t see conversions and want to try and figure out if the issue are your ads or is the issue your site. If it was your site, then your conversion rate would be the issue.
Depending on what you sell, have to watch out that a lot of low margin unprofitable SKUs are not being promoted in shopping ads. e.g. you are a sports brand and the agency just pushes things like golf balls, which you sell a ton of but don’t make you much money if someone only buys golf balls. If there are things you don’t want running in shopping campaigns, make sure you tell your agency.
Not just running brand traffic in your PMax and Dynamic Search Ad campaigns. It is easy for brand traffic to creep into other campaigns and inflate their ROAS and conversions. Understanding how much of your conversion are brand vs non-brand is important. Double check conversion tracking is correct as well. Been seeing a lot more brands have agencies double count conversions or just run PMax and nothing else in an ad account.
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Depends on your optimization event and bidding optimization. Back it out, conversion rate and conversions is a must for any conversion buy. ROAS involves conversion, CR + Conversion Value.
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What are the goals of the business?
What is the goal of the ads toward those business goal?
You could look at the KPIs related to those just like you would if you were running the ads in-house.
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Honestly, without more info it’s hard to say.
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>what performance metrics should we be tracking
– CPA
– Conversion Value
– CPC
– CPM
– Impressions
– ClicksThat’s the most basic metrics you should be tracking
Have fun : )
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You need to track brand and generic separately. You can get crazy high Roas with brand and if you blend it with generic.
Also look at the overall MER as tracking isn’t ever going to be perfect and each platform will try steal credit.
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