One of the biggest benefits of running a Google Ads campaign is that you have a huge amount of data at your fingertips. These PPC metrics help to give you a greater insight into not only the performance of your campaign, but your target audience, success and failures, and customer satisfaction.
However, one look at the Google Ads dashboard and it can feel quite overwhelming with all those numbers and figures glaring at you. With lots of PPC trends to consider, we are going to take a look at the best PPC metrics to use to help improve your Google Ads campaigns.
Metric 1 – Clicks
Clicks and impressions are the two most important metrics to analyse, particularly if you are wanting to build brand awareness. The number of clicks is directly related to how much money you are spending, so you need to ensure this is being utilised efficiently.
When looking at clicks you should focus on trends or variations. For example, if clicks are increasing during a set time period then you may want to increase your budget on high performing keywords. On the other hand, if clicks are down, you may need to review either your keywords or your ad copy.
Metric 2 – Cost Per Click (CPC)
Cost Per Click is based on how competitive your keyword is. If you see your CPC increasing, you may want to add longer-tail keywords to your Google Ads campaign. If you have particular keywords that you want to be on the first page of Google for, you may need to increase your maximum bids on these in order to stay competitive.
Metric 3 – Impression Share
Impression share refers to the percentage of all potential views of your ads. Breaking this down, if you have 100 impressions (searches) on your keywords and your ads were shown 60 times, you have a 60% impression share. The main reason campaigns lose impression share are due to budget & rank. This information, therefore, allows you to understand whether you need to increase your bids or quality scores in order to achieve a higher ad position.
Metric 4 – Conversion Rate
Trends are very important when it comes to conversion rate, and changes in this percentage may well be influenced by the time of year or industry-specific changes. If your conversion rate is dropping then there are a few things you can look at:
- Check your conversion tracking code is set up correctly
- Make sure all the URLs within your ads are functional
- Update your ad copy so it is new and fresh
- Check search queries to make sure your ads aren’t visible for irrelevant searches
- Ensure there are no positive/negative keyword conflicts
Metric 5 – Cost Per Conversion
Before setting up your Google Ads campaign, you should have some idea of how much each sale within your business costs. Remember to take into consideration things like profit margins and the lifetime value of the customer when working this cost out. Once you have determined your approximate cost per conversion, you can optimise your PPC campaign accordingly.
Metric 6 – Click Through Rate (CTR)
This is a really good PPC metric that determines whether your ad content is engaging – whether your message is getting through to your target audience. A low CTR usually indicates that you are either showing your ads to the wrong audience, or you are not communicating your message well enough to encourage them to click through to your website.
Click Through Rate is a metric that varies quite a lot at different times of the week, so the best practice is always to compare one month against another. Otherwise you could be making small changes each week that just cause this figure to fluctuate more.
Metric 7 – Quality Score
Quality Score is like the ‘Holy Grail’ of PPC and is calculated based on a variety of factors:
- That past CTR of the keyword you are targeting
- The quality of your landing page traffic is being sent to
- The relevancy of your keywords when compared with the ad text and the user’s search
Google takes Quality Score into consideration when determining the position of your ad in search engine results pages. A higher Quality Score can sometimes mean that you can get ahead of a competitor ad without having to increase your budget!
If you would like any more help on how to optimise your Google Ads campaign, please feel free to contact us today.