On your Campaigns Page, select January 1st to December 31st in 2019 for your date range. At the bottom of your page, click the down arrow next to Total Account:

This will allow you to see results by campaign type (search, display, video, shopping, etc.) so you can determine where your areas of improvement are for 2020.

In the “Total: Search campaigns” row, you want to log:

• Total spent
• Interaction rate (how many people saw your ad vs. clicked on it). The average for this depends on your industry, but you want to aim for 2% or higher. If it’s lower, you may want to adjust your keywords, audiences, and ad text.
• If your conversions are set up, note your cost per conversion. If your conversions are not set up, we would recommend you do so.
• Your average CPC (cost per click). Plenty of factors influence this such as keywords you bid on, your industry, seasonality, competition, geographic location, aggressive bidding for targeted campaigns – so it’s hard to compare apples to apples. While some industries can have an average acceptable cost per click of $2, or even $6 (such as legal, or customer services), we’ve had successes where some accounts even have an average cost per click as low as $0.27 over the year. If it’s too high, there’s plenty of changes that can be implemented to drive the cost down (and get more clicks for the same budget!).

In the “Total: Display campaigns” row, you want to log:

• Total spent
• Interaction rate (how many people saw your ad vs. clicked on it). Display ads are shown on third party websites as we browse the web. Since they are not sought out (like a text ad in Google search results), the interaction rate is much lower . If it’s super low, you may want to adjust your ads’ audiences and make sure that your ads look professional and have an engaging message. 
• If your conversions are set up, note your cost per conversion. It’s normal that conversions cost more on display ads – these can be used as a means of generating awareness to reach new audiences. If your conversions are not set up, we would recommend you do so. 
• CPM (cost per thousand impressions) – for most display ad campaigns, we pay per thousand impressions (versus paying per click for search ads). While this can be a couple dollars, we find that most of our accounts average under a dollar. If the CPM is high, you can adjust your audience, improve your ads, etc.

You may also see rows for video campaigns, shopping campaigns, smart campaigns, etc. – if you have these, review the results too!

Check out some numbers from the folks over at WordStream.

Did this activity highlight areas of improvement that you’d like for us to help with? We are certified Google Partners and have plenty of experience in making online advertising campaigns more effective!