1⃣6⃣ Evaluate
Campaign Performence
⭐LEARN
ASSESS
PERFORMANCE
&
UPDATE / IMPROVE
CAMPAIGN
AVAILBALE
REPORTS
METRICS
❓
STATISTICS
HOW
OFTEN
CLICKS
LEADS-TO
SALES
SUITABLE :
REPORT
CPA (cost per acqusition)
❌
CTR (Clickthrough rate)
❌
➡
show
clicks
BUT
❌purchases
➡
HOW 💸
SPEND
IN ADS
FOR
🖕🏽CONVERSION
CONVERSION RATE
✅
➡
%
CLICKS
ENDED UP
CONVERTING
CAMPAIGN
PERFORMANCE
CAMPAIGN
SCREEN
OVERALL
SNAPSHOT
AD
GROUPS
PAGE
:
IMPRESSIONS
SPECIFIC
AD-GROUPS
: 
PERFORMANCE
EACH
AD
IN
EACH
AD-GROUP
❗KEY INDICATORS
IN
CUSTOMIZED
REPORTS
CONVERSIONS
CLICKS
IMPRESSIONS
KEEP
BUDGET
:
COSTS
COSTS
PER
CONVERSION
Avg. Position
2⃣
CRUCIAL
REPORTS
:
SEARCH
TERM
REPORT
AUCTION
INSIGHTS
REPORT
🎣
SEARCH FOR
"Grand Canyon rafting tours"
GENERATED
CLICKS
SO HE
MAKE
ADS
FOR
RAFTING
TRIPS
e.g.
HIS
ADS
VS.
OTHERS
IN
AUCTIONS
🎣
COMPETITORS
HIGHER
⬅
WORK
ON
MY
KEYWORDS
REPORTS:
SEARCHES 🔍
TRIGGERED
AD
WHERE
WERE
PEOPLE
TRIGGERED
AD
GEOGRAPHICAL
MY - VIEWERS
CARE
ABOUT
LANDING PAGE
❓ IMPROVE
FIND
ME
HOW
❓
WITH
&
WITHOUT
MY
ADS
WHAT
PATHS
LEAD
TO
CONVERSIONS
כלומר:
PHYSICAL
LOCATION
REGARDLESS
LOCATIONS
SHOW
INTEREST
OF
DO
:
INCREASE
ADS
THESE
LOCATIONS
כלומר:
SEARCHED & TERMS
USED
BEFORE
CLICKING
AD
DO
:
ADD #
TO-MY
KEYWORDS
SHOWS
CUSTOMER
PHYSICAL
LOCATION
&
LOCATIONS
INTEREST
WITH
DO
:
IF
CUSTOMERS
FROM
SPECIFIC
LOCATION
FIND
ME
⬅
OFFER
SOEMTHING
THEY
LOOK
FOR
landing-page-experience
report
PAID
&
ORGANIC
REPORT
DO
:
LEARN
HOW
SEARCH
PROD / SERVICES
LIKE
YOURS
&
UPDATE
KEYWORD
LIST
ATTRIBUTION
REPORT
:
SET UP
CONVERSION
TRACKING
SEE
PATHS
TO
CONVERSION
&
ATTRIBUTE
TO
ELEMENTS
ALONG
PATH
ADS
CLICKS
OTHER
FACTORS
PRACTICE:
PAID & ORGANIC REPORT
WHAT TRIGGERED (YOUR AD) GEOGRAPHIC REPORT
SHOWS
HOW
OFTEN
AD
APPEAR
IN
SEARCH
RESULTS
PAGE
OR
ON
SITE
IN
NETWORK
CLICKS
CTR
% PEOPLE
SAW
& CLICKED
AMOUNT
CLICKED
AD
Cost / Conv.
AKA
CPA
COST-PER-CONVERSION
Conversion
Rate 
i.e.
FROM
AD
CLICKED
ROI
ROAS
RETURN
ON
INVESTMENT
INCLUDE
PRODUCT
COST
RETURNT
ON
AD
SPEND
i.e.
❌INCLUDE
PROD
COST