Pay per Click professionals take into considerations multiple numbers of Google Ads metrics to measure the growth of any campaign. Basically, objectives of a said PPC campaign determine which metric to use or not to use. Campaign objective dictates which metrics need to be reviewed and analyzed.
The point is that a PPC campaign can be optimized around several metrics. You may have the opportunities wide open to choose the right metrics and go forward.
Key Google Ads Metrics You Should Monitor
In this article, some significant Google Ads metrics have been covered. The article conveys the basic idea behind the kind of numbers they are and the ways they could be addressed. Here we go:
1. Cost per Conversion:
The value of CPC or Cost per Conversion is derived by putting the following formulae-
Cost per Conversion = Ad spend / Conversion
As you start looking at your CPC, you might be very much able to determine which campaigns are losing focus. The metric clearly notes some major points regarding:
- Campaign that couldn’t obtain the right CPC or missed the expectations
- The variations in performance of CPC by campaigns or ad groups
- The campaigns that are eventually bringing the overall CPC up or down
- On the basis of above, you may decide over
- Switching reallocation of the budget to a performing campaign from an under-performing campaign
- A deeper analysis on why a successful campaign is working
Remember, CPC differs from one campaign to the other. It’s in no manner a metric of ‘one-size-fits-all-campaigns’ type.
2. Conversion Rate:
Conversion rate of a given campaign is calculated by dividing total Conversions by clicks the ad receives. The calculation of conversation rate is similar regardless of the industry you belong to.
Looking at your conversion rates helps you to observe highs and lows of various campaigns running. Start by checking the lowest conversions. Find out how they performed during a given period.
Cost per Conversion gives you a deeper insight into what’s need to be done to improve the campaign. A conversion rate metric enables you should start testing a new Call to Action (CTA) on your landing page. It will also helpful in having multiple checks to the message conveyed on your landing page.
In case if it’s found that it’s lower than the expectations, there are chances that it’s disconnect somewhere. This metric provides a bird eye view on why a successful campaign is working and is there way exists to scale the campaign higher?
3. Search Impression Share:
A Google Ads campaign is set up to be seen transacted by a target audience with a specific conversational intent. It doesn’t though necessarily ensure that these ads will show 100 percent of the time the opportunity is available.
You can understand the Search Impression Share metric by this:
“If there were 100 opportunities that your ad could show (again, based on the criteria you specify) and it shows 80 times, then you have an 80 percent “search impression share”.
By watching the metric, you can decide over the budget allocation for the campaign and the quality score. Now as you have metric to evaluate, you can experiment with your ad copy or the CTA’s. You may also analysis of the true value of these conversions.
4. Search Impression Share Lost:
Search Impression Share Lost Due to Budget is the extensive of above metric. The metric is directly derived from Google. The numbers arrived in the detailing show up that the path to scaling this segment may probably be easy going.
In any case if you find closer the number is to the difference between 100 and the “search impression share”, there are chances that you more likely have find additional conversions by increasing the budget.
5. Conversions Directly From the Ad
The metric doesn’t necessarily require a landing page. If being a business phone calls or messages is what that is required, you can use this option to set up your ad. Undoubtedly, phone calls or text messages are the fastest way of earning a paid customer. Thus, optimizing your ads behind the metric will be truly rewarding.
The crux is that you must not rely on single measurement when it comes to Google Ads. Instead, look at them altogether for maximum benefits.
Tarun Gupta, CEO of Brainpulse Technologies, is a prolific author and digital marketing specialist. His insightful writings span SEO, content marketing, social media strategy, and email campaigns, offering invaluable expertise to businesses worldwide. Tarun’s contributions continue to shape the digital marketing landscape, guiding success in multiple niches.