Running AdWords campaign? You have to measure ROI (Return on Investment) every week to know whether the campaign is going successful or not. ROI can also be called Return on Ad Spend ‘ROAS’.

Is ROI “the” metric I should use to value my marketing investments? Yes, Of Course.

Google has announced the two major changes in calculating quality score. It’s the right time for Advertisers to review their campaign and get ready for holiday season. These changes may affect your spend, Ad position and Ad performance.

Minimized the influence of CTR (Click through Rate) in Quality Score calculation:

As all we know, CTR plays significant role in quality score calculation since it directly indicates which ads are most relevant to the searchers. It’s obvious that CTR will be high for the top ranked ads than ads in low positions, because ads in high positions are more visible to searchers.

While entering keywords (After biding calculation) in your PPC account, this keyword matching option will helps you to run the campaign successful.

Let us assume your PPC keyword as “Software Development”. There is no such restriction to display your ad only for the keyword “Software Development”. Your ad may display for the related terms of “Software Development”. There are chances to display your ad for the keyword “Software Development Training”. The users who came through the keyword “Software development training” is not going to do any worth to you. So you will be losing your pennies for such irrelevant users.

This is my first post about paid inclusion (PPC). Let’s have a small intro about the search and content network.

Search Network

Google Search:

When you search terms in Google, Ads will display in right side (sponsored listing section). Displaying ads in search engines are called Search Network.