In this lesson, we will dive into the important task of analyzing campaign performance metrics for your Google campaigns. Understanding these metrics is crucial for optimizing your campaigns and achieving your desired results. By the end of this lesson, you will have a clear understanding of how to measure the success of your campaigns and make data-driven decisions to improve performance.

First of all, a little definition for you: Metrics represent the values that you're measuring. For example, you can measure your account performance by looking at your earnings, number of clicks, number of page views, and so on.

In the "View Results" menu you will see these metrics. This is a fixed dashboard, you can't change the columns.

These numbers will help you optimize the campaigns in a better way, so let's learn a couple of things first.

1. Spend: This is the sum of your daily budget. If you divide this over the days the campaign has been running you should see the numbers match. Your daily spend is one factor under your immediate control. Inside of Plai you can change this at the bottom of the edit settings.
2. Clicks: These reflect the number of users engaging with your ad. This number will vary while the campaign is still in the learning phase, then you should see a steady daily number.
3. CPC: is the amount that you earn each time a user clicks on your ad. The CPC for any ad is determined by the advertiser; some advertisers may be willing to pay more per click than others, depending on what they're advertising. If you hoover with your mouse you should see a global benchmark to guide you.
4. CTR: click-through rate (CTR) is the percentage of impressions that led to a click

CTR = Clicks / Impressions

This is one of the metrics you can control by having a good Ad. This means: good copy, attractive offer that leads people to click and good creatives.

From then on you have a second set of metrics:

1. Reach (also known as impressions): Refers to each ad request where at least one ad has begun to download to the user’s device. It's the number of ad units (for content ads) or search queries (for search ads) that loaded ads.
2. Cost per lead: It's the amount you are paying for each lead. This cost shouldn't be higher than your daily budget and it's directly connected to your CPC.
3. CPM: cost per 1000 impressions. This metric is related to your impressions.
4. Lead Count: number of leads your ad has brought. Bear in mind that if your campaign has a different goal (like traffic) the lead count metric won't be in the dashboard.

Taking a closer look to all these metrics and the assets report:

These are metrics that Plai brings so you can see how each Asset is performing at an individual level. If one of them has a very low number of impressions then it's time to remove it.

Keywords report:

Inside each Google campaign that you launch (but Performance Max) you will find this report which will help you understand what's happening behind the curtain. You need to filter cost in descending order so you can see which keywords are costing you more money.

Once you have a glimpse of what's happening you need to start cleaning out keywords that are not serving but are costing you money. Keep an eye for:

• High cost keywords but with no clicks or impressions
• Keywords with very high CPC (this is an indicator that your competitors are high bidders)
• Keywords with very low CTRs. This shows a lack of user interest, so no user queries are related to it.
• Keywords with a high number of conversions need to stay! If they are pricy then you should adjust your budget around them!
• By default Plai doesn't add Broad match keywords (remember one of our first lessons?) but if you see volume is still pretty low then you might need to add them to the mix.

Remember you can make your edits inside of Plai, so don't be afraid to edit (just bear in mind the 7 day learning phase)