{"id":12833,"date":"2024-03-29T14:29:24","date_gmt":"2024-03-29T21:29:24","guid":{"rendered":"https:\/\/fuelmedical.com\/?p=12833"},"modified":"2024-04-09T08:26:57","modified_gmt":"2024-04-09T15:26:57","slug":"analyzing-optimizing-your-google-ads","status":"publish","type":"post","link":"https:\/\/fuelmedical.com\/analyzing-optimizing-your-google-ads\/","title":{"rendered":"Analyzing & Optimizing Your Google Ads"},"content":{"rendered":"\n
Congratulations! If you read and implemented the knowledge from \u201cLeveraging Google Ads for Practice Growth,\u201d a previous Ask Fuel First article,<\/em> your Google Ads campaign is live. Now, it\u2019s time to measure the success of your campaign. Beyond the obvious clicks and impressions, there are nuanced metrics that reveal the impact of your ad campaign. This Ask Fuel First article answers a follow-up question about Google ads: How do I know if my Google ads are working?<\/strong><\/em><\/p>\n\n\n\n For the most part, the goal of a Google Ads campaign is to drive new patient leads. While most companies will track conversion actions, such as the number of form submissions or times the click-to-call button was used, at Fuel Medical, we take this a step further and monitor your campaign for lead quality.<\/p>\n\n\n\n Existing patients will often click on ads when looking for a practice\u2019s phone number since the ad is the first listing on the search results page. These patients might be calling with a follow-up question, to reschedule an appointment or for other non-revenue generating requests. These types of searches can eat the campaign budget and, without monitoring for lead quality, are difficult to catch.<\/p>\n\n\n\n To monitor lead quality, we track the following:<\/p>\n\n\n\n Once we know the number of new patient leads, dividing the total cost by the number of leads will give us the cost per lead. This helps us understand how efficient the campaign was compared to your other marketing activities.<\/p>\n\n\n\n With cost per lead, you can make data-driven decisions about the percentage of your marketing budget you should invest in Google Ads and whether to update or refine your campaign(s). If your campaign(s) can benefit from further refinement, that is where a detailed monthly report comes in.<\/p>\n\n\n\n While the number of new patient leads and cost per lead tell you whether or not your campaign is successful, your monthly campaign report provides a more detailed story about how people found and interacted with your ads, landing page and website.<\/p>\n\n\n\n Your account manager and Fuel Medical\u2019s SEM team will leverage the information from your monthly reports to make recommendations and further optimize your campaign. However, you\u2019ll need to learn some key terms to better understand the report.<\/p>\n\n\n\n Impressions: <\/strong>This is the number of times the ad appeared on a search engine results page for the targetedkeywords.<\/p>\n\n\n\n Clicks: <\/strong>Indicates how many times the ad was clicked.<\/p>\n\n\n\n Average Cost-Per-Click (Avg. CPC): <\/strong>CPC is calculated by dividing the total cost by the total number ofclicks.<\/p>\n\n\n\n Click-Through-Rate (CTR): <\/strong>CTR is the percentage of impressions that result in a click.<\/p>\n\n\n\n Conversions: <\/strong>The number of times that someone who clicked on the ad completed a \u2018conversion action,\u2019 such as filling out a form, using the click-to-call feature or clicking out to an online screener.<\/p>\n\n\n\n Click Conversion Rate: <\/strong>This number is calculated by dividing the number of conversions by the number of total adclicks.<\/p>\n\n\n\n Cost Per Conversion: <\/strong>This number is calculated by taking the total cost and dividing it by the number of conversions.<\/p>\n\n\n\n These metrics can be viewed for the campaign as a whole and by a few different breakdowns, such as the following:<\/p>\n\n\n\n We use this report to answer a few questions about your campaign and identify opportunities to improve your cost per lead. For example:<\/p>\n\n\n\n Effective measurement isn\u2019t just about finding needles in haystacks; it\u2019s about understanding the entire landscape. By recognizing your cost per lead and learning how to read your Google Ads campaign report, you gain invaluable insights into what resonates with potential patients and when adjustments are necessary. This proactive approach helps your practice get the most from your Google Ads campaigns. <\/p>\n\n\n\n Fuel Medical\u2019s SEM team and your regional team can help you monitor for lead quality, conduct a thorough analysis and recommend actions to further optimize your Google Ads campaigns.<\/p>\n","protected":false},"excerpt":{"rendered":" Attract New Patients With Google Ads Congratulations! If you read and implemented the knowledge from \u201cLeveraging Google Ads for Practice Growth,\u201d a previous Ask Fuel First article, your Google Ads campaign is live. Now, it\u2019s time to measure the success of your campaign. Beyond the obvious clicks and impressions, there are nuanced metrics that reveal…<\/p>\n","protected":false},"author":1,"featured_media":12861,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","header_content":"","schema":"","fname":"","lname":"","credentials":"","position":"","tenure":"","department":"","location":"","apply_url":"","placeID":"","no_match":false,"name":"","company":"","review":"","address":"","city":"","state":"","zip":"","lat":"","lng":"","phone1":"","phone2":"","fax":"","mon1":"","mon2":"","tue1":"","tue2":"","wed1":"","wed2":"","thu1":"","thu2":"","fri1":"","fri2":"","sat1":"","sat2":"","sun1":"","sun2":"","hours-note":"","footnotes":""},"categories":[118],"tags":[],"article_type":[12],"_links":{"self":[{"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/posts\/12833"}],"collection":[{"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/comments?post=12833"}],"version-history":[{"count":2,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/posts\/12833\/revisions"}],"predecessor-version":[{"id":12844,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/posts\/12833\/revisions\/12844"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/media\/12861"}],"wp:attachment":[{"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/media?parent=12833"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/categories?post=12833"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/tags?post=12833"},{"taxonomy":"article_type","embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/article_type?post=12833"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Defining Success: Cost Per Lead<\/h2>\n\n\n\n
\n
Understanding Your Google Ad Campaign Reports<\/h2>\n\n\n\n
Key Terms<\/h3>\n\n\n\n
Viewing the Metrics<\/h2>\n\n\n\n
\n
\n
(Impressions and search term breakdown)
If the impressions are high and the search terms are relevant to your ad and landing page, we can leave the targeting as is. If not, we can adjust targeting, using the search term breakdown to identify searches we may want to exclude and expanding targeting to show the ad in more searches.<\/li>\n\n\n\n
(Clicks, CTR)
If the CTR is high and the ads are getting a good number of clicks, the ads are likely well-optimized. If not, we may consider A\/B testing ad copy or changing some of the ad features.<\/li>\n\n\n\n
If the conversion rate is high and users click the phone number and submit the contact form, etc., the landing page is functioning as it should. If not, we\u2019ll propose changes intended to improve conversion rates.<\/li>\n<\/ol>\n\n\n\n