Google AdWords is an exceptional platform for businesses of all sizes. However, the sheer amount of data and features packed into it might make it confusing for newcomers. It’s easy to become overwhelmed as you try to make sense of your paid search campaign in its early days.
So, we’ve picked the 5 most important AdWords metrics deserving – nay, demanding – your attention on a daily basis.
Click Through Rate
Your click through rate refers to the number of users who actually click on your ads: if your campaign receives no clicks at all, it may be time to reconsider your keywords and copy.
Your click through rate is determined by dividing the number of people who clicked an ad by the number who saw it. Short and sweet.
Your Quality Score is Google’s way of showing you how strong your ads are, and how you can improve them.
Every business using AdWords receives a Quality Score, and it affects your ads’ costs. Google will rate your ads based on your keywords’ relevance to the ad group, your click through rate, the quality of the text within those ads, and the landing page itself. The prior performance of your AdWords campaign has an effect on your Quality Score too.
You can now check historical scores too, to track your campaign’s evolution.
You can improve your Quality Score by ensuring all keywords are as relevant as possible, your ad copy is of a high standard, and building an engaging landing page.
Your cost-per-click refers to the amount you pay for every user clicking on your ads. You need to keep track of this to ensure you avoid paying too much or too little, and if your campaign performs well enough to earn a high Quality Score, you may receive a discount.
Businesses with Quality Scores of 6 or above (regarded as excellent) will get 50 percent or more off their CPC. Those with a QS of 4 or under will incur a more expensive CPC rate, so it pays to maintain the best Quality Score you can.
Your CPA is the price you pay for every new customer you acquire. This tends to be higher than your cost-per-click, as not all visitors to your site will make a purchase.
Stay on top of your CPA to avoid paying for buyers you aren’t securing.
Cost Per Conversion
Your cost-per-conversion rate: basically, how much you pay to gain a new customer. Transforming searchers into customers is your key goal, so focusing on the number of people actually making a purchase after coming to your site through a paid ad is vital.
As you set up your AdWords campaign, you’ll receive a unique code for tracing conversions via numerous sources (online purchases, form submissions etc.). With this in place, you can keep track of how effective your ads are over days, weeks, and months.
AdWords can bring in new customers, higher revenue, and boost your visibility – but only if you know how to get the most out of it. At Nett Solutions PPC, we’re an experienced Orange County digital marketing agency with the answers to those paid-search questions you were always afraid to ask!