You can track your ads’ performance over time with pay-per-click (PPC) advertising. Google AdWords Analytics (previously Google AdWords) provides many metrics that you can use to evaluate the success of your ads.
Take a look at our Digital Services
It is better to have more than less information, but it is still better to have the right information. To do this, you will need to identify the best KPIs to use for your website.
Although the best metrics may vary from campaign to campaign, these Google Ads KPIs can help you get success.
1. Impressions
Effective ads should be visible to your target audience
The impressions metric is not a measure of the effectiveness of your advertisement, but it does give you an indication of how many people have seen it. You should track impressions for each day, week, and month.
2. Click through the rate
A click is a click that someone makes to see your ad.
The click-through rate (CTR), is the percentage that clicks on your ads and visits your site. High CTR means that your ad is performing exceptionally well.
It is possible to find one search term outperforming another, or a compelling call to action. To see your entire strategy and refine it for more clicks,
3. Conversion rate
You will be taken to a landing page by clicking on the ad. This page will encourage you to take action to become a paying customer.
The conversion rate refers to the percentage of people who convert from your ads into customers. This is determined by the number of people who click on your ads.
This KPI will show you how high your Google Ads Return On Investment (ROI) is. The conversion rate is an indicator of how much you make.
4. Cost per conversion
PPC advertising offers you unique control over the advertising cost. You can adjust your bids for each keyword depending on how much you are willing to spend.
Cost per conversion refers to the average cost of PPC for each conversion. This means the cost can be very high.
You should still be able to get more than an average conversion. Make major changes to your PPC campaigns
5. Average position
Your average position shows where your ads are when they are triggered. An average position of 7.5 indicates that your ads are at the bottom. If your average position is 3.0
Your ad must rank on the first page. It doesn’t mean your campaign is bad if it appears on the first page.
Even if your position is in the eighth or seventh, you can still generate enough traffic to justify your PPC campaigns. You won’t see as many conversions if you are in the second or first positions.
6. Qualitative score
Quality score is a measure of your company’s reliability when providing customers with relevant information. A person searches for “running shoes” and clicks on your ad, but then goes to a page about shoes for women, this will lower your quality score.
When someone searches for running shoes and clicks on your ad, they’ll be taken to a page that sells sneakers. You’ll have a higher quality score and likely find a new client.
Google Ads will offer a discount on your advertising expenses if you have a high-Quality Score. Because you have proven that you can be trusted to provide information to Google users, Google Ads will give you a discount on your advertising costs.
But, if you have a low-quality score, you will be charged more to place the keyword ad.
Google considers five as average.
Keywords with a perfect 10 quality score get you 50% off compared to keywords with a 5 quality score.
Contrary to popular belief, a lower quality score will result in you paying 400% more. Google has proven that you are not a reliable source.
It’s vital to understand your quality score if you want to reduce costs in your PPC campaigns.
Kobe Digital knows both KPIs and PPC.
Contact us today to discuss a PPC strategy to help your business grow!
