Hi, my name is Mike Mancini and I'm founder of PPC video training.com. This quick
video is a tutorial on how we keep track of our statistics when we are going
through our Google Ads accounts. A lot of people will say
"How do you know what's working, what's not how to keep track of what you know
just an overall overview of what's working for you and what's working for
this campaign? It's very hard because you're always in those campaigns
changing a ton of things. Whether it's keywords, ads, landing pages, whatever it
might be, but this will give you a quick overall overview. So what you can do is
you can go in and enter the statistics and then the next time you go in enter your
statistics again and you can compare to the previous timeframe
that will let you know what we're not liking what these what these
numbers are doing overall so maybe we should go back and undo those changes or
you start seeing that you're on the right right track and we see an
increase in clicks we see an increase in click-through rates and conversions,
whatever it might be. All right so here is a quick tutorial on how to use our
stab spreadsheet you can go down below this video and there's a download link
where you can download the spreadsheet for free alright let's get started all
right so here we are on our PPC stat spreadsheet now there are some numbers
that are already going to be filled in this is just because this actually gives
you an idea kind of how it works but before we go too far let me show you
exactly where you're going to get your statistics from all right here we are
inside an actual Google Ads account and I want to show you where we get our
statistics from in this account and how we have it set up so in this particular
instance we are looking at impressions clicks click-through rate average cost
per click total cost all conversions cost per all conversion all conversion
rate average position search impressions share and all changes now if you don't
see these column headings up here all you have to do is go up to columns
modify call under performance we want impressions
clicks click-through rate average cost average cost-per-click cost an average
position under conversions we'd like to see all conversion all cost per all
conversion all conversion rate go down to competitive metrics search impression
share and then down at the bottom change history
all changes and we will put these in this particular order so it matches up
with our spreadsheet impressions clicks click-through rate average cost per
click then cost all conversions cost all conversion all conversion rate average
position search impressions share and then all changes and what you do is you
just move these around drag them around into whatever order you want then we
usually will save this column set column whatever you want we call ours custom
and then click Save and apply back on our spreadsheet what I want you to do is
I want you to enter a start date so for instance if today is the first day of
the year I want you to enter that you can put your campaign name in here if
you like then what I want you to do is I want you to take all the statistics for
a particular period of time now that might mean a year it might mean
six months I want it to be a pretty significant amount of time because if
you haven't really kept up with and monitored your changes it's great to see
where your campaign was overall so if you let's just say it's the previous six
months I want you to enter those stats in you would go back to your campaign
click on the custom date and enter in whatever date it would be whether it's
the previous six months or whatever it might be and then enter those statistics
in here now these are actual numbers in here from a campaign and you can see
that this campaign had a click-through rate at two point two nine percent
eighty-five conversions and I believe this was a a one year period for this
campaign they weren't spending a whole lot of money around five to six hundred
dollars on month and we just entered in all that
information here looks like we forgot the search impression share but we'll
just skip over that for right now now down here I want you to say let's just
say that you are starting in January and you've taken all the statistics for
January just the one month of January and you've put them in here and you go
down here and we always write the number of changes in because we want to see if
where we made the ton of changes or whether there were just one big change
whatever it might be and you might be looking at this going how was there 124
changes to this account well when we were going through this account we saw
these numbers and they just we really weren't liking especially this average
position so we went through and we bid up on a lot of key words and then on a
lot of other key words that we're not converting we paused those key words so
if you're bidding up on all your key words by five you know five percent of
course it's very easy to make 124 changes in a matter of seconds if you're
using Google Ads editor as I said this is an actual
campaign and we went through and we recorded our stats for all of January
and made a hundred and twenty-four changes in January so let's go back and
look at the end of February and see what happened now at the end of February
here are statistics and we go through and we got a few more clicks our
click-through rate jump by almost a full percentage point our average
cost-per-click went up a little bit about 20 cents and so did our total cost
about 63 dollars however we did get three more website conversions our cost
per conversion dropped now these are only website conversions but that drop
by about ten bucks a conversion our conversion rate went up look at this
hour average position jump from two point six to two point four here's where
it gets amazing our calls jumped almost 60 percent from thirty five to fifty one
now our search impressions shared drop so that's something that we can change
later but our leads went from 44 to 63 and went from $12 a lead to nine and a
half literally all from these hundred and twenty four changes that we made now
if we're not keeping a close eye on this what ends up happening is we just see
okay well we got sixty three conversions but we might not know why and we might
not know when exactly those changes were now this is on a monthly scale so this
is January February March this is if you're only doing changes every month if
you have a small campaign that's not spending a ton of money you are probably
going to need to let a campaign run longer to get the statistics but that
you need you know you can't make a change and let it run for five kliks and
if it doesn't get a conversion you need to stop it you need to let Google make
its changes in its algorithm based on the changes that you've made to your
account and you need to let it run for a period of time how long is that time it
varies widely depending on how much you're spending really and are you
getting the enough statistics but typically I would let a campaign spend
two to three hundred dollars before I really knew if a campaign was working
well or if the changes that I made were working well but as you can see in this
instance we spent only $70 more but we increased our leads by over 20 now I
just happen to know that this campaign this clients he gets an average of 200
dollars for every new customer so an extra 70
bucks an ad spend an extra 20 leads he closes it an easily 60% of the leads
that he gets in it's a small service business so by all means he's extremely
happy with these changes that we made already in month one now because of what
happened here we only made a few small changes to the account because we want
to see if it's going to continue to run that way and some of
those changes were based on what we see here our search impression shared
dropped quite a bit so we win and increase some bids on some keywords that
are getting clicked quite a bit but maybe aren't showing as often as they
should so we made a few small changes now in a week what we're gonna do is
we're gonna go in and we're gonna record our statistics again now I know you see
this right here where it says wait a minute
January February March this is just a guideline we ran it for January we made
a bunch of changes we let it run because and we were keeping an eye on it we're
not just looking at this once a month we were in there looking looking at a
rather regularly but we're just using these two months here as an example so
what you may end up doing is be like all right week january week 1 january week 2
and so on or you may just be like alright 1 118 1 7 18 1 14 18 and
recording the stats every single week but once again I would not go in and
make a ton of changes until you actually realize that those changes need to be
made you need to let these run for a bit but this is a guideline and if you go
down here it shows you your leads going our leads went from 44 to 63 and our
cost per lead went from 1222 down to 953 and then they drop to 0 because we don't
have any information in these columns right here but as you add them this
graph will update automatically now this is just a guideline this is something
that we use on certain campaigns we will change these headers based on the
information that we want our looking at so feel free to mess around with this
worksheet all you want just a guideline once again but it's something that we
use on a very regular basis and if you liked it please let us know in the
comments below or if you have any comments or ideas about changes that we
could to make it better let us know by all
means thanks so much for watching the video if you enjoyed it please like it
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for watching