Adgroup Process Metrics & Actions Explained

This article will discuss the metrics under the Metric Groups and how you can use them when creating your workflow

Performance - the Performance Metric Group contains 7 sub-metrics, lets look at them one-by-one. 

  • #Clicks - allows you to test your adgroups for a given number of clicks over any  time period set by you.  For example, "Adgroup has more than 10 clicks in the last 30 days"
  • #Impr - allows you to test your adgroups for a given number of impressions over any time period set by you.  For example, "Adgroup has more than 100 impressions in the last 10 days"
  • Av CPC - allows you to test your adgroups for a given average cost per click over  any time period set by you. For example, "Adgroup has an average cost  per click greater than $4.00 in the last 7 days."
  • Av CPM - allows you to test your adgroups for a given average cost per thousand impressions over any time period set by you. For example, "Adgroup has an average  cost per thousand impression greater than $1.00 in the last 7 days."
  • CTR - allows you to test your adgroups for a given click-through rate over any time  period set by you. For example, "Adgroup has a click-through rate less than 2.50% in  the last 14 days."
  • Cost - allows you to test your adgroups for a given cost over any time  period set by  you. For example, "Adgroup has a cost greater than $200 in the last 30 days."
  • Def. Max CPC - allows you to test your adgroups for a default max cpc over any time  period set by  you. For example, "Adgroup has a default max cpc less than $.10 in the  last 30 days."
Conversions - the Conversions Metric Group contains 9 sub-metrics.
  • #Conv - allows you to test your adgroups for a given number of conversions over any time period set by you.  For example, "Adgroup has more than 5 conversions in the last 10 days"
  • All Conversions - allows you to test your adgroups number of "all conversions" over any time period set by you.  For example, "Adgroup has less than 8 all conversions in the last 7 days"
  • All Conv Rate - allows you to test your adgroups for a given all conversion rate over any time period set by you.  For example, "Adgroup all conversion rate is more than 13% in the last 45 days"
  • All Conv Val - allows you to test your adgroups for a given all conversion value over any time period set by you.  For example, "Adgroup all conversion value is more than $60 in the last 45 days"
  • All Conv Val/Cost - allows you to test your adgroups for a given all conversion value/cost over any time period set by you.  For example, "Adgroup all conversion value/cost is more than $10 in the last 45 days"
  • All Conv Val/Impr - allows you to test your adgroups for a given all conversion value/impressions over any time period set by you.  
  • Conv/Impression - allows you to test your adgroups for a given conversion/impressions number over any time period set by you. 
  • Conv Rate - allows you to test your adgroups for a given conversion rate over any time period set by you.  For example, "Adgroup conversion rate is less than 10% in the last 14 days"
  • Conv Value - allows you to test your adgroups for a given conversion value over any time period set by you. 
  • Conv Val/Impr - allows you to test your adgroups for a given conversion value/impressions over any time period set by you.
  • Conv Value/Cost - allows you to test your adgroups for a given conversion value per cost over any time period set by you.  For example, "Adgroup conv value/cost is equal to or less than 4.5 in the last 30 days"
  • Conv Name Is - allows you to test your adgroups for a given conversion name over a time period set by you.  For example, "Adgroup conversion name contains "Sales" in the last 7 Days."
  • Cost/All Conv - allows you to test your adgroups for a given cost per all conversions over any time period set by you.  For example, "Adgroup Cost per All Conversion is more than 150 in the last 7 days"
  • Cost/Conv - allows you to test your adgroups for a given cost per conversion over any time period set by you.  For example, "Adgroup Cost per Conversion is more than 35 in the last 7 days"
  • Value/Conv - allows you to test your adgroups for a given value per conversion over any time period set by you.  For example, "Adgroup Value per Conversion is less than  50 in the last 14 days."

Attribution - the Attribution Metric Group contains 4 sub-metrics, all of which can be used to test the adgroups for given number of Conversion Attributions. Let's look at them one-by-one. 

  • Click Ass. Conv - allows you to test your adgroups for a given click-assisted conversion value over any time period set by you.  For example, "Adgroup Click-assisted Conversion is less than 7 in the last 14 days"
  • Click Ass. Conv Value - allows you to test your adgroups for a total value of all conversions which triggered assist clicks. For example, "Adgroup Click-assisted Conversion Value is less than 250 in the last 30 days"
  • Impr Ass. Conv - allows you to test your adgroups for a given impression-assisted conversion value over any time period set by you.  For example, "Adgroup Impr-assisted Conversion is less than 10 in the last 7 days"
  • Impr Ass. Conv Value - allows you to test your adgroups for a total value of all conversions which triggered assist impressions. For example, "Adgroup Impr-assisted Conversion Value is less than 100 in the last 7 days"

Attributes - the Attributes Metric Group contains 6 sub-metrics, all of which can be used to test the ads for different Attributes. Let's look at them one-by-one. 

  • AG Label is - allows you to target ad group and campaign labels based on conditions e.g. label 'contains' or 'does not contain' 
  • Absolute Top Impression % - allows you to target ad groups based on conditions relating to their absolute top impression share. You can choose a particular date range to target. 
  • Campaign Bid Strategy - allows you to target campaigns with a specific bid strategy. 
  • Cpg Type - allows you to test if your adgroups belong a specific campaign type.  For example, "Ad campaign target type is Search Network"
  • Top Impression % - allows you to target ad groups based on conditions relating to their top impression share. You can choose a particular date range to tar

Call - the Call Metric Group contains 2 sub-metrics, both of which can be used to test performance based on call metrics. 

  • Avg Call Duration - allows you to test for calls that were less than, equal to, or greater than a length of your choosing during a period of time 
  • Avg Call Dur - Last N Calls - allows you to test for calls that were less than, equal to, or greater than a length of your choosing across the last (x) number of calls you choose. 

Impr Share - allows you to test your adgroups for an Impression Share amount over any time period set by you. Can be used for Lost Impression Share and Search Exact IS For example, "Adgroup Impression Share is less than 75% in the last 14 days"

Google Analytics - the Google Analytics Metric Group contains 4 sub-metrics, all of which can be used to test the keywords for various Google Analytics Metric . Let's look at them one-by-one. 

  • % New Visitors - allows you to test for new visitor percentage over any time period set by you.  For example, "Percentage of New Visitors is less than 30% in the last 7 days"
  • Avg. Page Views - allows you to test adgroups for Average Page Views over any time period set by you.  For example, "Adgroup Average Page Views is less than 60 in the last 7 days"
  • Avg. Site Time - allows you to test adgroups for Average Site Time over any time period set by you.  For example, "Average Time on Site is less than 5 in the last 7 days"
  • Bounce Rate - allows you to test adgroups Bounce Rate over any time period set by you.  For example, "Adgroup Bounce Rate is more than 50% in the last 7 days"

Other - the Other Metric Groups contains 10 sub-metrics, all of which can be used to test for various elements, these metrics can be used with other metrics to help refine your processes. Let's look at them one-by-one

  • # Ads - allows you to select ad groups that meet conditions relating to the 'type' and 'number' of ads within them. First select your type of ad (e.g. expanded text ad) and whether they are active, active mobile ads, or non-mobile active ads. Next, create a condition to identify how many ads are within the ad group.  
  • # All kwds - allows you to select ad groups that meet conditions relating to the 'status' and 'number' of keywords within them. First select the status of the keyword (e.g. enabled). Next, create a condition to identify how many keywords are within the ad group.
  • AdGroup Is - allows you to test if adgroups are part of an Adgroup name specified by you. For example, "AdGroup contains Clearance Sale".
  • Ag Status - allows you to test if adgroups are part of an Adgroup that is active, paused or deleted "AdGroup status is Active".
  • Campaign Is - allows you to test if adgroups are part of a Campaign specified by you. For example, "Campaign contains Plumbing Services".
  • Client label is - allows you to test for specific labels applied to Client Dashboard. For example, "Dashboard Label Is PPC Samurai"
  • Cpg Status - allows you to test if adgroups are part of a Campaign that is active, paused or deleted. For example, "Campaign status is Active".
  • Custom - allows you to test your adgroups with the use a formula and different metrics ads. For example, "[AGCost/Conv (all time)] > [TCpa] * 1.50".
  • Filter - allows you to filter for adgroups that match the criteria set over any time period set by you. For Example, " Select the 10 Adgroups with the Best #Conv in each Campaign over the last 30 Days".
  • Sheet contains - allows you to filter for information contained within a google sheet. You can add the URL for the sheet that you want to reference. 

Actions - can be used to automate a process, works well when used with together with Metrics to automate adwords management.  

  • Pause Adgroup - allows you to pause adgroups and add labels.
  • Enable Adgroup - allows you to enable adgroups.
  • Delete Adgroup - allows you to delete adgroups.
  • Add Label - allows you to add labels.
  • Remove Label - allows you to remove labels
  • Remove Neg KWs - allows you to remove negative KWs from an ad group. 
  • Set Max CPC - Allows you to set and change Max CPC bids based on different rules and criteria
  • Email - Sends an email alert and custom message to a specified email address
  • Alert - Shows an alert to review a certain action
  • Send to sheets - send an output to a connected Google Sheet. 
  • Ignore Adgroup - Ignores the Adgroup.
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