All language subtitles for 13 - Métricas y optimizaciones Google Ads.eng

Metrics and optimizations: Google Ads

In this lesson I will teach you
to analyze the metrics in Google Ads

and I will give you several
tips to optimize the results.

I teach you how to do it.

Normally in campaigns
focused on e-commerce,

the most important metrics to
review are the return on investment,

since they are very focused on sales.

In this case to clean the
dashboard of our reports,

which is the one that we will
consider the most when entering the platform,

we use campaign filters.

If you see here, I will
select only everything enabled.

And so I clean myself of all
the campaigns that I do not use,

that are paused or idle.

So I will only take into account these
here, which are the ones I am working on.

As I mentioned
before, it is important to me

always have the columns
ordered in the same way.

All I have to do is
click Columns and Modify.

Here I can delete or add and I
will leave it clean as I like it.

When I have the
columns taken out and ordered,

as I have commented
in previous lessons,

I give Save,

I put "Def" in my case,
you can put whatever you want,

and so I always have my Def in columns.

Next to Columns, there is
another selector called Segment.

I wanted to show you the
most interesting ones for me.

If we click here, we
can see by period of time.

Here we can see the time of day,

the week, month,
quarter, etc., that worked best.

For example, I am curious to know
when I have had the most conversions

throughout the day
within this time period.

I am looking at each campaign
and I see here in Conversions

that when I usually have
the most is at this time

It is four in the afternoon and at six.

I have nine or eight here too.

Therefore, it is
important that I have enough budget

between eleven and
six in the afternoon.

So here too there is an
important hour, which is ten o'clock,

but in between then
it starts to go down.

This in our campaign,

in another I can visualize
when it is most important.

Another interesting
segment is that of devices.

So I can see where I
have more conversions,

whether on mobile
phones, computers or tablets,

and so I could make a bid
adjustment to be able to invest more

on that device where
you have the most interest.

I also have to look at the
ROAS, not just the conversions,

since if I have a very high
cost and a low conversion value,

Even if it has a large volume of
sales, it should not be so interesting.

Even though I have
more conversions here,

It turns out that ROAS
is higher on computers.

Nor can I put all
the budget to computers

because it would never appear on mobile

And all these conversions
and purchases I wouldn't have.

For example, I see that
the lowest ROAS is for tablets

and it has little
traffic compared to the rest.

For example, it could be that on
tablets it does not appear this way.

If I click on Devices,

I will select only one
campaign for you to see the example.

In the one that I have seen
that in tablets it did not work,

I can put Reduce 100.

Therefore, a bid of 10 will become 0,

which is what I want there to be, 0.

I click Save and I will
no longer appear on tablets.

Here I can visualize the metrics
and always get the same columns.

Since I did not have
it saved on this screen,

would have to do it again.

It's tedious at first

leave all screens
with the desired columns,

But when you do, you have it forever.

Another segment that I want
to show you is through networks.

As you know, in
Standard and Smart campaigns

we can appear in different networks.

All of these here
are Standard campaigns

where we have selected to
appear in different networks.

You see that we had the
option when we set up the campaign.

As I have told you, in
the Google search network

is where the highest volume would go

both traffic and
investment of Standard campaigns.

As you can see here,
we have many more clicks

comparatively than any other network.

I already told you
that in Standard campaigns

the search result
is always prioritized.

Also if I see that it
is not too profitable

the Display network, which is
low on impressions and costs,

what I can do is get it off me

going to Campaign Settings

in the corresponding
campaign, which was Components,

and in the networks
I deselect this tick.

I give Save and I
will no longer appear.

Now I also wanted to show
you the auction comparison.

I am in the selection
of Campaigns, I come here.

Look here what I can see

it is those
competitors that are appearing

at the same time that I am
appearing for the same result.

This report is super
interesting because we can see

how much are our competitors coming out

above or at the same
time as our advertisements.

The first column is the overlap rate,

how often in the same auction

another advertiser's ad and
ours receive an impression.

The top positioning
rate is the frequency

with which the ad of another
advertiser in the same auction

shown in a position superior to ours

when both ads have
run at the same time.

Top of page rate is how often our ad

has been displayed
at the top of the page.

Impression share is a
very interesting technique,

since it is the number of
impressions that we have received

divided by the
estimated number of impressions

that we could have had.

"We could have had" is based

in segmentation
settings, product approval status,

the bids or the budget that we put,

the quality level of our ads.

That is why it is important to have

a catalog, a very
good quality product feed

for the Google algorithm
to give visibility to the ads

as many times as possible
and this is as high as possible.

In this case we are
seeing that Deporvillage

comes out at the top of the page

42% of the time compared to us.

In the overlap rate we
are looking at the percentage

that we went out at the
same time as these competitors.

If we see that in our
campaigns Deporvillage had

a very high overlap
rate, of 50%, for example,

if we are interested, we
could try to raise our budget

or improve the quality of our
feed to be able to leave more times

and win the bets

and that users buy from
us instead of from them.

If I go back to the campaigns,

I can select here the number
of days that I would like to see.

For example, I can put the
last three months up to yesterday.

I can even set this number.

I click and then I see the whole result

of that period of time.

I can order it, for
example, by return on investment.

So I see that the
components have a very good return

and the paintings are not even
profitable because we would pass profitability,

we would start making money from one.

So this is very
concerning, so we will click here

and we will investigate a
little what is happening.

Here to be able to see
where the products are,

I would have to do the deployment

and here I am only
looking at the bicycle frames.

We already see that I am
not having profitability.

However, there may be
profitable cadres and others may not.

That is why it is very important to
add the lowest possible subdivision,

which in this case would be Article ID.

I will select all to
be able to investigate

which are the paintings that are
profitable for me and which are not.

I'll sort them for ROI and
to clean the screen a bit,

I will select a filter, which is Cost.

I have it written for
you to see, it is Coste.

Greater than 0.5 or 1,

just enough to have had
some value or some impression.

So here I can see what the products are

that have had a cost and
none have had any conversion.

Therefore, it could
pause the entire campaign.

We will see another
campaign where the IDs are different

and have return or not to
pause only some or enhance them.

Take a look at this Components
campaign, we have various components.

We take out the
groupings and we have handlebars,

saddles, brakes, etc.

Here we can see that the
saddle pads have a very low ROAS.

We are going to get the IDs here

to know which ID are not
bringing us much profitability.

I select all, save
without editing the bids

and here I begin to see that
this saddle does have profitability,

this one here too.

And the rest maybe
if it takes a long time

without having prints
and with a high cost,

I could select and exclude them.

This is the way to optimize.

Here because there
is an automatic system,

but if we want to modify the bids,

we could go to the campaign settings

and where do we have the bids?

we would change strategy to manual.

If you remember, in the
manual we could modify the bids

and give it more or less
according to the performance they have.

That is why it is important not
to pause or activate the campaigns

based on the performance of
the initial campaign setup,

but you must inquire a little more

because there may be
products that are very powerful

and do not give you a
very interesting ROAS overall.

But if you pause all
those that cost you investment,

that have a lot of cost,
but they do not bring you sales

and you only leave the ones
that bring you profitability,

this campaign will surely
become much more profitable.

Lastly, I wanted to
show you the reports.

These default reports
here are very interesting.

If we go to
Shopping, our campaign types,

We could go here by category and by
brand and I will be able to visualize them.

Here we see by the types of product.

If you remember here in the feed,

if we have a
product type, Product_Type,

Bicycle components,
Bicycle and fork frames,

here we could see bicycle components,

Frames and forks, Bicycle frames,

how this grouping is behaving.

We see that you have a
conversion and here you could get

the conversion value times
the cost, which is the ROI.

So this line here has a
conversion value of 8.73.

Perfect, it's very good.

If I order by cost, from high to low,

We can see that this has a cost
that is in the fourth and fifth position

and that it has zero ROI
because it has no conversions.

The rear wheels may

do not convert very
well in this period of time.

Here I have the last seven
days, but I could go reviewing

how much it would be interesting to me.

What if I still have zero ROI

or a number of
conversions of zero on rear wheels,

maybe it's a good time to pause it

or lower the bid if I am
in manual bidding system.

Here you can investigate
various Shopping reports.

You see that you
have different attributes

and thus be able to
get more information

and to be able to evaluate all your
products to gain a lot of profitability.

Already seen how to analyze the
metrics and optimize results in Google Ads,

in the next lesson we will
do the same, but on Facebook.