There are many terms that will be completely foreign to any and all newcomers. Understanding the terms, numbers…aka metrics will allow you to look even deeper into each campaign you have running. The purpose of this article is to help you understand the information you see at the campaign level. Evaluating your metrics at the campaign level is considered to be the most broad overview of your AdWords performance.

When you are looking at your account (and you see all of the names of your campaigns running down the left hand side of the page), you will see the titles to each row at the top of the page. The first step is to understand what these rows represent. Once you understand what each row stands for, you will then be able to analyze the numbers associated with each of these metrics. So, lets get started on defining what all of these terms mean.

Budget: each campaign that you run will require you to set a daily budget.

Determine how much money you are willing to spend each day on each campaign. That is your “budget”. This is a great way to protect yourself from overspending. Google will run your ads until you reached your desired daily budget, and once this number is met your ads will no long be displayed until the next day.

Clicks: this metric identifies how many people actually click on your ad when it is displayed. Another way to look at it is how many website visitors you are gaining through Google AdWords.

Impressions (Impr.): impressions represent the number of times your ad is displayed. This number will help you understand the popularity of your keywords. If you have a lot of impressions, that means there are a lot of people searching the terms you have bid on.

Many people use the word “traffic” and “impressions” interchangeably. (TIP: If you have a lot of impressions but not many clicks, you need to change your ad copy. Clearly your ad isn’t captivating enough to entice people to click on it).

Average CPC: this stands for average “cost per click”. This is the average amount you are spending each time someone clicks on your ad. Often times, your average cost per click will be less than your “maximum bid price”. If you decided that you want to reduce your average cost per click, you will need to adjust your maximum bid price.

Cost: this metric describes how much you have spent on the campaign you are viewing. This metric is produced by taking the number of clicks and multiplying it by the average cost per click. For example, lets say you have a campaign that has 20 clicks at an average of .25 cents a click, your “cost” will be $ 5.00

Average Position: this metric explains where your ad is displaying on the page. Generally the number displayed for average position will be in decimal form. For example, you may have an average position of 2.8 this means your ad is being displayed in position 2 some of the time and position 3 some of the time, but more often in position 3. Position 1 represents the first ad on the page…the one at the very top…the #1 position, which is most likely the most expensive position. If you find that your average position is bigger, lets say your average position is 47.1, that would indicate you are the 47th ad. If you have your ads running on the Search network that would mean your ad is displaying on the 4th page of Google, the 7th advertisement down on the 4th page. So, if that is the case, you probably are not getting many impressions and even fewer clicks. As you may know or not know very few people even click to see the second page of a Google search, let alone the 4th page.

Conversions (Conv.): a conversion occurs when someone clicks on your ad and continues to take action that you the advertiser decided is valuable. This might mean a sale or it may mean that your visitor filled out an opt-in box on your landing page. What ever action the advertiser deems as valuable.

Cost/Conversion: the cost per conversion indicates how much you are paying for each individual conversion. This number is generated by the total cost divided by the number of conversions. For many people, this is synonymous with cost per lead. For example if your “cost” on Campaign #1 is $ 30.00 and you have 5 conversions, your cost per conversion would be $ 6.00. You should always have an idea of what you would like to spend or what your budget will allow you to spend per conversion or per lead.

Conversion Rate: conversion rate is the percentage of people who click on your ad that actually turn into a conversion. Again, a “conversion” might mean that someone filled out an opt-in box or maybe for you it means a purchase (see “conversions” above). Conversion Rate is influenced by your ad quality, efficiency of your keywords, and the quality of your landing page. If you decided to “trick” people into clicking your ad I can guarantee your conversion rate will be very low, because your visitors are landing on a page that doesn’t really match the ad and your visitor (that you just paid for) will end up clicking back to find what they were really looking for. Tip: don’t trick people into clicking on your ad, all you are doing is throwing money away. You want to find qualified buyers that are looking for what you have to offer.

Google AdWords does a great job of providing support through the help tab if you need additional information or explanation. Be sure to take the time to use the help tool provided. With this tool, you know you are getting the facts and the source is credible. Don’t overlook the power of this information and insight.

As I always say about Google Pay Per Click, take the time to educate yourself and be patient. It will take some time to iron out the wrinkles. Just know, when you maser this skill you will be on your way to “printing” money for your business. Are you willing to fight through the pain to reach the sweet success?

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Note: Things are changing fast even as you’re browsing from page to page, so the numbers below are likely never 100% accurate.

As of a few minutes ago, the top 30 questions accounted for 10.5% of all 119,230 votes (somehow the table below is missing one line).

Still early, but might look like we’re observing the same pattern we saw earlier where a voting system preferred those entries that had been submitted early and attracted an early lead in votes.

Also, at a guestimated 15 words per question (and a reading speed of 250 words per minute), it would take about 100 minutes to consume all 1,606 questions. Not as bad as what we saw here, but still quite a challenge once we hit several thousand questions.

No. / Votes / Running total / Percent of total
1 / 1128 / 1128 / 0.9%
2 / 938 / 2066 / 1.7%
3 / 743 / 2809 / 2.4%
4 / 679 / 3488 / 2.9%
5 / 647 / 4135 / 3.5%
6 / 646 / 4781 / 4.0%
7 / 580 / 5361 / 4.5%
8 / 543 / 5904 / 5.0%
9 / 495 / 6399 / 5.4%
10 / 400 / 6799 / 5.7%
11 / 369 / 7168 / 6.0%
12 / 390 / 7558 / 6.3%
13 / 357 / 7915 / 6.6%
14 / 351 / 8266 / 6.9%
15 / 322 / 8588 / 7.2%
16 / 314 / 8902 / 7.5%
17 / 326 / 9228 / 7.7%
18 / 325 / 9553 / 8.0%
19 / 311 / 9864 / 8.3%
20 / 312 / 10176 / 8.5%
21 / 286 / 10462 / 8.8%
22 / 275 / 10737 / 9.0%
23 / 275 / 11012 / 9.2%
24 / 265 / 11277 / 9.5%
25 / 271 / 11548 / 9.7%
26 / 247 / 11795 / 9.9%
27 / 230 / 12025 / 10.1%
28 / 235 / 12260 / 10.3%
29 / 209 / 12469 / 10.5%

For future reference, the current list of top 30 questions:

1 / "What will you do to establish transparency and safeguards against waste with the rest of the Wall Street bailout money?"
2 / "What will you do as President to restore the Constitutional protections that have been subverted by the Bush Administration and how will you ensure that our system of checks and balances is renewed?"
3 / "Will you lift the ban on Stem Cell research in your first 100 days in office?"
4 / "What will you do first to reduce pollution/waste and incentivize greener behavior across the country?"
5 / "Will you appoint a Special Prosecutor – ideally Patrick Fitzgerald – to independently investigate the gravest crimes of the Bush Administration, including torture and warrantless wiretapping?"
6 / "What will you do to end the use of mercenary forces (ie Blackwater) by our military?"
7 / "What do you plan to do to our food industry to make it more sustainable? Will there be changes to our farming policies?"
8 / "What will you do to promote science and mathematics education to Elementary and Middle School students?"
9 / "How long will it take for you to implement your healthcare policy to insure those who do not have any insurance at all?"
10 / "What will be done to make the banking industry accountable when there are so many substantiated stories about their mismangement in relationship to selling bank owned properties and managing potential foreclosures?"
11 / "Solar energy is in use throughout the world on an individual household basis for water and facility heating, as well as electricity generation. Will your admin. attempt to utilize the millions of acres available for solar energy collection?"
12 / "What will be done about the FDA and its cozy relationship with the Pharmaceutical industry? Will the protective legislation for the Pharm be reversed? Will the FDA pre-emption policy protecting the Pharm from liability be addressed?"
13 / "Will you introduce legislation to enable refinancing of older student loans with high interest rates (8.5% and more) into the lower rates currently available? You can refinance any other kind of loan except student loans and that’s not fair."
14 / "Our agricultural policy, formed by Pres. Nixon, has resulted in our being both overfed and undernourished. Will you appoint a Secretary of Agriculture who understands that we have been operating using unsustainable/unhealthy farming practices?"
15 / "Will you increase tax incentives or refunds to individuals for installing energy efficient products in their homes – such as solar water and electric, wind energy, electric/hybrid cars, etc?"
16 / "Given the energy challenges we’re facing, what are your plans to improve public transportation in this country, and to encourage ridership?"
17 / "What legislation will you introduce to preserve Net Neutrality and stop the telecom industry from eviscerating the greatest communication medium of all time?"
18 / "You do not support gay marriage, but you do support civil unions. How and when will all american gay and lesbian citizens will be granted the more than 1,000 rights and responsibilities as married couples?"
19 / "What is your view on a unitary executive branch? Will you work to restore checks and balances to the office of the President and Vice-President?"
20 / "How will you deal with members of the Bush administration for things like warrant-less wiretapping, approving the use of torture, and the abuse of executive power?"
21 / "Is there a way to provide *healthcare for everyone* without enriching only insurance companies the way providing "insurance for everyone" does? This would help stimulate a larger part of the economy than just enriching a few insurance corporations."
22 / "Why are we rebuilding our national highway system instead of building high-speed passenger rail and revitalizing our cities and towns through the development of mass transit? Is this not key to our long-term economic and environmental well being?"
23 / "There has been a lot of talk about rebuilding infrastructure. How much consideration is being given to building a high speed rail system, like those in Europe?"
24 / "Executive Order 13233 from President Bush nullifies the lawful release of presidential records. What will you do to keep the Bush/Cheney administration from exploiting this to keep their secrets safe, contrary to national security?"
25 / "The Bush administration has rationalized some vile acts (torture, wiretapping) with questionable legal opinions written by the OLC and the DoJ. How will you close the loophole that implies any act is lawful if it’s permitted by such a legal opinion?"
26 / "How cangovernment incentivize people and corporations to support sustainable energy and reduced petroleum dependency at a scale to impact global warming adequately? We need more than slogans. This change has significant impact and real costs."
27 / "Will you commit to unequivocally ending torture by US intelligence and military organizations, and will you support legislation to categorically prohibit this practice in the future?"
28 / "Will you consider a Doctors For America, sort of like a Teach For America, program as part of your health care reform? It would be a way to pay for students to become GP (we need more) as well as providing health care to poor Americans."
29 / "In developing a power grid for the 21st century, will you require utility companies to make whatever changes are necessary to allow individual homeowners to install solar panels and sell excess power back to the utility companies?"
30 / "Will you ban companies from using bailout money for lobbying?"

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You?

Best answer:

Answer by fritteritter
About 2/3 the number of visits and pageviews, other stats are very close to mine.

Add your own answer in the comments!

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www.SERoundtable.com – This week we covered how those pink ads are really “pale purple” and are here to stay by replacing the yellow background color on AdWords. Google revamped their dictionary results. Google’s Matt Cutts talked about his first spam experience. Google now warns webmasters over a spike in crawl errors. Google said, first come first serve when it comes to meta robots tag. Google has a one language per page and per sitemap rule. Google AdWords Professional links no longer working? Yahoo’s search ad reports have a glitch. Microsoft shows off a cool mapping product named Street Slide. Google, not Bing, to power Yahoo Japan. Google dropped the report offensive link from Google Images. Google said SEOs outsmart them and they don’t like it. Finally, Yahoo had a logo to celebrate the 20th anniversary of the Americans with Disabilities Act. That was this week at the Search Engine Roundtable. [00:20] Official: Google Changes AdWords Color to Pale Purple : www.seroundtable.com [01:40] Google Gives Dictionary.com, Answers.com, Merriam-Webster & The Free Dictionary Top Real Estate : www.seroundtable.com [03:00] Deja Vu: First Time Matt Cutts of Google Saw Web Spam : www.seroundtable.com [05:05] Google To Warn Webmasters Over Dramatic Site Issues : www.seroundtable.com [06:25] Google: The Robots Meta Tag Is Cumulative (First Come First Serve) : www.seroundtable.com [07:28] Google’s One Language Per Page Rule : www.seroundtable.com [08:05] Google News Sitemaps: One …

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