Keyword Process Metrics & Actions Explained

Learn which keyword metric to use and how to use them

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

Performance- the Performance Metric Group contains 10 sub-metrics, lets look at them one-by-one.

  • #Clicks - allows you to test your keywords for a given number of clicks over any time period set by you.  For example, "Keyword has more than 10 clicks in the last 60  days"
  • #Impr - allows you to test your keywords for a given number of impressions over any   time period set by you.  For example, "Keyword has more than 100 impressions in the   last 30 days"
  • Av CPC - allows you to test your keywords for a given average cost per click over  any time period set by you. For example, "Keyword has an average cost  per click  greater than $4.00 in the last 7 days.
  • Av CPM - allows you to test your keywords for a given average cost per thousand  impressions over any time period set by you. For example, "Keyword has an average  cost per thousand impression greater than $1.00 in the last 7 days.
  • CTR - allows you to test your keywords for a given click-through rate over any time  period set by you. For example, "Keyword has a click-through rate less than 2.50% in  the last 14 days.
  • Cost - allows you to test your keywords for a given cost over any time  period set by  you. For example, "Keyword has a cost greater than $200 in the last 30 days.
  • Def. Max CPC - allows you to test your keywords for a default max cpc over any time  period set by  you. For example, "Keyword has a default max cpc less than $.10 in the  last 30 days.
  • Max CPC - allows you to test your keywords for a max CPC over any time period set  by you. For example, "Keyword has a max CPC greater than $12.50 in the last 7 days.

Conversions - the Conversions Metric Group contains 15 sub-metrics, lets look at them one-by-one.

  • #Conv - allows you to test your keywords for a given number of conversions over any time period set by you.  For example, "keyword has more than 5 conversions in the last 10 days"
  • All Conversions - allows you to test your keywords number of "all conversions" over any time period set by you.  For example, "keyword has less than 8 all conversions in the last 7 days"
  • All Conv Rate - allows you to test your keywords for a given all conversion rate over any time period set by you.  For example, "keyword all conversion rate is more than 13% in the last 45 days"
  • All Conv Val - allows you to test your keywords for a given all conversion value over any time period set by you.  For example, "keyword all conversion value is more than $60 in the last 45 days"
  • All Conv Val/Cost - allows you to test your keywords for a given all conversion value/cost over any time period set by you.  For example, "keyword all conversion value/cost is more than $10 in the last 45 days"
  • All Conv Val/Impr - allows you to test your keywords for a given all conversion value/impressions over any time period set by you.  
  • Conv/Impression - allows you to test your keywords for a given conversion/impressions number over any time period set by you. 
  • Conv Rate - allows you to test your keywords for a given conversion rate over any time period set by you.  For example, "keyword conversion rate is less than 10% in the last 14 days"
  • Conv Value - allows you to test your keywords for a given conversion value over any time period set by you. 
  • Conv Val/Impr - allows you to test your keywords for a given conversion value/impressions over any time period set by you.
  • Conv Value/Cost - allows you to test your keywords for a given conversion value per cost over any time period set by you.  For example, "keyword conv value/cost is equal to or less than 4.5 in the last 30 days"
  • Conv Name Is - allows you to test your keywords for a given conversion name over a time period set by you.  For example, "keyword conversion name contains "Sales" in the last 7 Days."
  • Cost/All Conv - allows you to test your keywords for a given cost per all conversions over any time period set by you.  For example, "keyword Cost per All Conversion is more than 150 in the last 7 days"
  • Cost/Conv - allows you to test your keywords for a given cost per conversion over any time period set by you.  For example, "keyword Cost per Conversion is more than 35 in the last 7 days"
  • Value/Conv - allows you to test your keywords for a given value per conversion over any time period set by you.  For example, "keyword 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 keywords for given number of Conversion Attributions. Let's look at them one-by-one.

  • Click Ass. Conv - allows you to test your keywords for a given click-assisted conversion value over any time period set by you.  For example, "Keyword Click-assisted Conversion is less than 5 in the last 14 days"
  • Click Ass. Conv Value - allows you to test your keywords for atotal value of all conversions which triggered assist clicks. For example, "Keyword Click-assisted Conversion Value is less than 450 in the last 30 days"
  • Impr Ass. Conv - allows you to test your keywords for a given impression-assisted conversion value over any time period set by you.  For example, "Keyword Impr-assisted Conversion is less than 40 in the last 7 days"
  • Impr Ass. Conv Value - allows you to test your keywords for atotal value of all conversions which triggered assist impressions. For example, "Keyword Impr-assisted Conversion Value is less than 100 in the last 7 days"

Attributes - the Attributes Metric Group contains 8 sub-metrics, all of which can be used to test the keywords for different Attributes. Let's look at them one-by-one.

  • Cpg Bid Strategy - allows you to test if your keywords belong to a specific campaign bid strategy. For example, "keywords belong to a campaign bid strategy that is manual CPC"
  • Cpg Type - allows you to test if your keywords belong a specific campaign type.  For example, "Keyword campaign target type is Search Network"
  • First Page Bid - allows you to test your keywords for a first page bid amount over any time period set by you.  For example, "Keyword First Page Bid is more than 32.50 in the last 30 days"
  • First Position Bid - allows you to test your keywords for a first position bid amount over any time period set by you.  For example, "Keyword First Position Bid is more than 10.99 in the last 7 days"
  • KW Label Is - allows you to test for specific labels applied to Campaign, Adgroups, Ads or Keywords. For example, "Keyword Label Is Top Converting Keywords"
  • Match Type - allows you to test your keywords' match type.  For example, "Keyword Match type is Broad"
  • Qual. Score - allows you to test your keywords for a quality score amount over any time period set by you.  For example, "Keyword Quality score is less than 7 in the last 14 days"
  • Top Page Bid - allows you to test your keywords for a top page bid amount over any time period set by you.  For example, "Keyword Top Page Bid is more than 25 in the last 7 days"

  • Impr Share - allows you to test your keywords 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, "Keyword Impression Share is less than 50% 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 keywords for Average Page Views over any time period set by you.  For example, "Keyword is Average Page Views is less than 56 in the last 7 days"
  • Avg. Site Time - allows you to test keywords for Average Site Time over any time period set by you.  For example, "Keyword Average Time on Site is less than 5 in the last 7 days"
  • Bounce Rate - allows you to test keywords Bounce Rate over any time period set by you.  For example, "Keyword Bounce Rate is more than 75% in the last 7 days"

Other - the Other Metric Groups contains 12 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

  • AdGroup Is - allows you to test if keywords are part of an Adgroup name specified by you. For example, "AdGroup contains Clearance Sale".
  • Ag Status - allows you to test if keywords are part of an Adgroup that is active, paused or deleted "AdGroup status is Active".
  • Campaign Is - allows you to test if keywords are part of a Campaign specified by you. For example, "Campaign contains Plumbing Services".
  • Client label Is - allows you to test if a keyword has a particular client label. 
  • Cpg Status - allows you to test if keywords are part of a Campaign that is active, paused or deleted. For example, "Campaign status is Active".
  • Custom - allows you to test your keywords with the use a formula and different metrics keywords. For example, "[KW Cost/Conv (all time)] > [TCpa] * 1.50".
  • Dup KW - allows you to check for keyword duplicates withing the same campaigns or across different ones. 
  • Filter - allows you to filter for keywords that match the criteria set over any time period set by you. For Example, " Select the 10 Keywords with the Best #Conv in each Campaign over the last 30 Days".
  • Keyword Is - allows you to test keywords for a name/word specified by you. For example, "Keyword contains Buy".
  • Keyword Status - allows you to test if keywords are active, paused or deleted "Keyword status is Active".
  • Page Code - allows you to test for keywords that lead to landing pages with/without error codes. For Example, "Page Code is 404 - Not Found"
  • QS Factor - allows you to test keywords Quality Score factors. For Example, "Keyword Ad Relevance is Below Average"
  • 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 Keyword - allows you to pause keywords and add a label to the paused keyword and parent adgroup.
  • Enable Keyword - allows you to enable keywords.
  • Delete Keyword - allows you to delete keywords.
  • Add Label - allows you to add labels.
  • Remove Label - allows you to remove labels from keywords.
  • Ignore KW - Ignores the keyword.
  • Set Max CPC - Allows you to set and change Max CPC bids based on different rules and criteria.
  • Copy to AG - Adds the keyword to a specified Adgroup, allows you to set bids and add labels to the new keyword. 
  • Add as Neg KW - adds keyword as a negative keyword.
  • Change Match Type - changes the keyword match type to a specified match type.
  • Unblock - resolves blocked keywords by removing negatives or pausing and deleting keywords.
  • Email - Sends an email alert and custom message to a specified email address.
  • Alert - Shows an alert to review a certain action.
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