Home > Articles > Adwords tutorial (Tracking)

Adwords tutorial - Tracking

This article deals with how to track and monitor an Adwords campaign.  By following these details, you will be able to daily refine the parameters of the campaign to achieve better results.
 
The main page for Adwords work is the "Advert Group Control Panel".  Here you can see the daily evolution of your adverts.
 
The header is the following (details of the campaign are not shown as this would contravene the contract with Google):

The two first lines, in brown, are those corresponding to "total search and "Total content".  The first details are those related to the adverts within Google search engine or in sites that have contracted this option.  The second ones are those that appear in websites that have contracted the Adsense programme, by means of which adverts are inserted amongst their pages.  The lines with white background correspond to each keyword.

The meaning of each of the terms is as follows:

• Clics - The number of clicks on your advert.
• Impr. - The number of times your advert has been printed.
• CTR - Percentage of clicks in relation to the number of impressions of the advert.
• Prom.CPC (average cost per click)- The average cost of each click.  This very much depends on how competitive your keyword is.
• Cost - How much you have spent in this period .
• Posic.prom (average position) - Within the list of adverts, what is average position of your advert?  The higher it is, the greater possibility of the users clicking on it.  Google positions first those who spend the most money per click; it is a type of auction system.
• Tasa de conversión y Coste/conversión (conversion rate and cost/conversion) - These are activated when you establish the "conversion tracking".  To obtain this information, the system gives you a code which you must apply to the target pages and by doing so you will see the percentage of clicks reaching them.    Some examples could be a subscription page or the page confirming the sale of a product.

Above all, of greatest interest to you are:

• Control the cost of the clicks.  Impressions that have not generated clicks cost you nothing.
• The position of your advert.  The majority of users have a default established to allow ten results per page with Google results, which means that any position above ten will result in your advert being on the second page, where very few people ever get to (which means your advert will have been printed very few times)

Related articles :

The start of an Adwords campaign.
The structure of an Adwords campaign.