Monitoring the value of transactions directly in Google Ads

For any online bookstore, one of the most important performance indicators to monitor is the value of transactions (Total Conversion Value).

By doing this setting, you can see which keywords generated the most orders.

By monitoring the value of the transactions, you can make effective optimization decisions at the campaign level or even at the keyword or ad level. Thus, even if for a keyword it is necessary to pay more per click and have a higher cost per acquisition, the value of the transactions coming from this word could justify keeping it and activating more aggressive bidding options.

Structuring and segmentation of Google Ads Search campaign

When you choose the keywords from a campaign or when you make the decision to structure the Google Ads account on campaigns and ad groups, an important criterion must be taken into account: who is the consumer I want to target? Knowing the answer to this question, you can organize your Google Ads account according to the search behavior of the target audience and its interests.

Exclusions

On Google Search, as the optimizations were made, we added over 3,200 negative keywords at the campaign level and over 2,500 negative keywords at the ad group level. Negative keywords help us exclude irrelevant searches for the products sold and reduce costs. Among the keywords chosen were: “download”, “download”, “free”, “audio”, “torrents” etc.
Sites on which the display was not relevant were periodically excluded from the Display Remarketing components, reaching over 1,100 negative placements and topics. Through these optimizations, we ensured that the banners are displayed in relevant contexts, favorable to the generation of purchases, thus saving hundreds of lei per month.