CPA (cost per conversion): Is it what the customer wants?

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Optimization processes that should be carried out regularly in accounts. You should pay attention to them when analyzing KPIs:

Testing bidding strategies by running experiments.

Search query analysis.

Analysis of placements in display network campaigns.

Reallocation of the budget according to goals.

Analysis of bets when using manual strategies.

Analyze reports by location and device and adjust bids as needed.

Updating ads/extensions depending on traffic volume/CTR goals achieved.

Analyzing the quality score of keywords and carrying out work to improve it.

Analysis of remarketing audiences, segmentation by actions on the site, by period, etc.

Testing new campaign types, targeting in CMS, adding new keywords, disabling ineffective ones, etc.

List of important indicators:


CR (conversion rate). To understand the acceptable limit, it is necessary to consider what we consider conversions. If it is filling out a callback form, then it can reach 10%, and if it is a transaction, then from 0.2% to 3% and higher (depending on the niche).

ROI (return on investment) and ROAS (return on advertising spend). Provided that the portugal rcs data client provides the necessary data to calculate these indicators.

Reach metrics (impressions, percentage of impressions gained, lost, etc.). In campaigns with high performance indicators, it makes more sense to approach reach to 100% and vice versa.

Budget. Cost allocation should be in accordance with the KPIs obtained and the client's priorities.

CTR, CPC, average position, percentage of impressions received at the top of the page, clicks, etc. Indicators that help you understand the correctness of your bids, traffic volume, and the relevance of your ads to your queries. It is important to analyze them from the first days of your campaigns, as this is the "hygiene" of your account.

This is the main list of indicators that you can use when conducting an audit.

When analyzing an account, it is also necessary to take into account the campaign period, seasonality, other traffic channels, associated conversions, time to conversion, etc.

At the 3rd stage of the audit, you need to structure and combine all the data into a brief conclusion for the client and propose your strategy for achieving the project goals.