But there are other metrics that are new or not used much enough. Such metrics could get additional insight and give optimization input.
1) Ad Group Impression Share:
Google has put out a new ad group referred to as impression share metric only about last month. It is similar as campaign level impression share, but at a level more granular. Such a metric would assist you in the ad group level would give the great ability for accurate reporting for particular keyword groups as opposed to the bigger bucket campaigns. In the past, individuals had made campaigns for a particular keyword put to work surrounding the metrics constraints, putting up the visibility
2) Top vs. Other:
The top vs. other keyword metric would be of use to understand where the ads are showing up. People usually would not have an understanding between the number 1 position, and its location. Such a metric would increase insight for the difference.
For instance, a keyword could come up on a report having an average position No. 1, but such a metric would give allowance to the advertiser for understanding of the percentage above the organic rankings as opposed to the side rail. The impact brought about by the distinction on click through rate has an importance.
One instance would be an advertiser could notice a decrease in CTR for their account, but had not undertaken other changes to the account. Such a metric could aid to validate why this has occurred compared to a change in competition.
3) Device-Level Reporting:
Device-level reporting could most probably be leveraged this year more than in the past. But many people would not be leveraging it at all.
Should you not be utilizing the metric, you may not be thinking about the differences for performance among mobile, desktop and tablet gadgets.
Many things have been put into writing, and given proof on variances of the performance. Such differences are driving the performance, and the manner one markets to consumers. One has to have an understanding of such differences to evolve well in a digital connected globe.
To sum it all up, there are a lot more significant metrics for the management of the paid search program for an ongoing time—these would just be a few to enable you to think. But for those who wish to optimize more at the next level. Such metrics would be the right things to start.
To have genuine success in the industry, we have to encourage ourselves to have a deeper perspective of metrics, and so that we could run paid search metrics in the best possible manner.
Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru”. He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.