Do you want to improve your results on the Internet? One of the first steps is to use Google Ads metrics and indicators well! They are the ones that will help you conquer, maintain and expand your business with Google Ads sponsored links.
The high number of metrics available can scare those who are starting to work with Digital Marketing, but it is not as difficult as it seems. Before going into the details of each metric, it is worth mentioning: they all serve to help you control the results of your campaign and, of course, guide the necessary adjustments.
In other words, it is not enough to understand what is happening, it is necessary to act and take measures to optimize the performance of your campaign. So check out the information I have separated for you to better understand how the main metrics and indicators of Google Ads work! Let’s keep reading?
This is one of the first Google Ads metrics. The impression rate indicates how many times the ad was shown. To calculate this rate, Google calculates the proportion between the search volume for the keywords indicated by the advertiser and the volume displayed by the ads.
Attention: if the impression rate is low, something is wrong with your campaign. You will likely need to make adjustments to your keywords to improve the result.
2. CTR, CPC and CPA
The ad display is important, but in the case of the Internet, the advertiser wants to go further. Correct? That’s why we also need to measure what happens after people see the ad.
If there was a click, we can calculate the CTR (of those who viewed, how many clicked?) and the CPC (the amount charged for each click).
Then there is the CPA, which is the cost per acquisition. This is determined by the volume of clicks or conversions. The choice is up to the customer, but he must meet two prerequisites: have a history of conversions within 30 days (this is how Google will calculate your bid amount) and activate the “conversion tracking” function.
3. Conversion Rate
This metric will give us very valuable information: what happened after the click on the ad.
Only the actions of people who did what the advertiser expected of them will be counted in the conversion rate. Was the objective to get the consumer to answer a survey? Provide your email? Make a purchase? It does not matter. What matters here is whether the company has achieved its objective.
As we can see, it is one of the most important metrics of Google Ads, because it shows the result of the campaign.
If you are not tracking conversions and would like to know how, I have created a step by step tutorial for WordPress with Elementor. Click here to read it.
4. ROI (Return on Investment)
As in the case of the click, we are also able to calculate the cost of this conversion, that is, the return on investment. This is a fundamental metric for the company that uses sponsored links, as it shows the advertiser if the result was proportional to the investment.
5. Quality Index
Google raises or lowers this index according to the relevance of your material.
It is a metric that must be carefully evaluated, because it determines the position of the sponsored link and also its cost.
Stay tuned: a high quality score guarantees more traffic, lower cost and, crucially, more conversion!
6. Bounce Rate
This rate helps the company to measure the attractiveness of its website. If people are landing on your page and leaving without making any action, the bounce rate will be high. In this case, it is necessary to assess what is happening and make the necessary adjustments.
When it comes to metrics, remember: they all matter. However, to properly evaluate your result, it is necessary to have well-defined objectives.
The good news is that today, with Digital Marketing, we are able to analyze, step by step, everything we are doing in our communication. In the end, that’s what Google Ads metrics and indicators are for.
To get this data in Google Ads, you have to connect your Google Analytics property with it. If you still do not have Google Analytics on your WordPress website with Elementor, don’t worry. I have create a step by step tutorial showing you how to it here.
That is all for today, if you would like to keep learning more, stay tuned in this blog.