- [Instructor] As you continue developing your keyword list,
it can be helpful if you start putting some
performance metrics to that proposed plan,
and you can use Google's keyword planner to do this.
I'm going to select tools and settings
in the upper right-hand navigation,
and then I'll select keyword planner
from the left-hand side of this dropdown.
From here, I'll choose get search volume and forecasts.
Now, at this point, you need to provide Google
a list of keywords, and I've gone ahead and created a few,
so I'll just paste them in.
And then we'll select get started.
And from here, I'll select forecast
in the upper left-hand corner.
So, what Google has done here is
it's now forecasted a plan
based on the keyword data that I've provided.
And Google is going to estimate this outcome
based on our defined budget.
So here, Google is suggesting that
the plan can generate 190 clicks
for a cost of $900
with a $30 average daily budget.
And that's going to break down to a 3% click through rate
at a $4.64 average cost per click.
But what'll be more helpful is
understanding what this campaign looks like
based on our conversion metrics.
So let's help Google out and select ad conversion metrics.
Here, we can insert our expected conversion rate.
Let's say we expect, or we know from our data
that we see a conversion rate of 7%,
and let's say that the value of each conversion is $100.
I'll choose save.
And here, we can see the outcomes.
In this case, we're looking at about 14 conversions
at an average cost per acquisition of $66,
yielding a $1,400 conversion value,
which is a 1.5 return on ad spend,
that's what ROAS stands for.
If your return on ad spend is positive,
that's a good factor.
If this is below one,
it means you're losing money in this plan.
And I can select the right arrow here to move this over
to expand the data.
Now, towards the top of the screen,
you can see that the bid strategy is maximize clicks.
I can select here and I could choose
a different bid strategy, say a manual cost per click,
and choose apply.
And now, the plan is going to adjust and say,
well, you're going to get 14 conversions for $910
at a $6.85 max cost per click.
Now, any of the fields that are underlined can be edited.
So I can select the $6.85 and say,
what would happen if I was only willing to bid $3.85?
So, we rerun the metrics and we see a different value here.
In some cases, this might be an improvement.
You can also select on this line at any point
to look at how the data changes
based on the max cost per click
versus the number of conversions.
So if we're looking for a high number of conversions,
we'd select the top of the line.
And if we'd like to see what would happen
with a smaller max CPC,
we can see that it brings down the number of conversions.
Now, at any point, you can also edit your conversion rate
or the value per conversion
by selecting the pencil icon on the far right-hand side.
Now, this is just one additional tool in your kit
to help you evaluate how your campaigns might perform.
In some instances, you might identify that
a campaign doesn't look viable,
perhaps due to competition or a poor conversion rate
on your end.
Now, this data isn't always exact.
Nothing can compare to actually running campaigns
to gather your own insights,
but as you get better and better data,
well, then you can continue to use this tool
to paint a more accurate forecast.