The Top Google Ads Metrics You Need To Track
by Abdul Aziz Mondal Marketing 25 March 2023
The primary objective of using Google Ads is to target advertising to a specific user. For you, it’s crucial that the ads are not just active but seen by interested individuals. Since Google Ads works on a pay-per-click basis, it’s not profitable if people just visit your page without taking any action. Proper tracking of various metrics will save your budget and make your ads more effective.
In addition, tracking specific metrics will help you gain a clear understanding of your company’s popularity on the internet. This will enable you to precisely identify how much money you’re spending on promoting your offer.
In this post, UAWC, a leading Google Ads agency, will explain the most important metrics you’ll need to be aware of.
When your ad appears as a search result for a specific query, it’s assumed that users have seen it. However, just because your ad is targeting a specific keyword doesn’t mean it always shows in response to it. The Impressions metric lets you understand how well-targeted your ad is and how effective it is.
If the impression share is too low, it usually means that you have chosen the wrong bids or keywords. Poor bids result in your ad being shown very rarely, and using infrequently used keywords can also decrease your impression score. On the other hand, if the metric value is too high, this can be a symptom of too broad keywords or too high bids.
When a user clicks on the blue text in your ad, it is recorded as a click. It’s worth noting that even if the user can’t reach your website due to internet issues or other errors, it will still be counted as a click. This metric is an important part of Google Ads management as it provides insight into the effectiveness of your ads and how often users engage with it. It’s crucial that the clicks are coming from your target audience, as this metric also reflects the relevance of your ad to the intended audience.
A high click score on your ad is indicative of well-crafted ad copy and a targeted strategy. Your ad copy should be unique and concise, with all essential information clearly stated. This will help users understand that you’re offering something special and relevant to their needs. Additionally, it’s important to target your ad to users who are likely to be interested in your product or service. While it may not be necessary to reach a broad audience, directing your ad to interested users is crucial for success.
Click-Through Rate (CTR)
Click-through rate (CTR) is an important metric that measures how often users click on your ad after seeing it. It’s a good indicator of how appealing your ad is to your target audience. When your ad competes with others for the same audience, a higher CTR means that your ad is more successful at capturing the attention of potential customers.
To improve your CTR, you can try different approaches such as changing the text, adjusting your bids, or testing different ad formats. A well-crafted ad that clearly communicates the benefits of your product or service is more likely to attract clicks from interested users. It’s important to continuously monitor and analyze your CTR to optimize your targeting strategy and improve your overall ad performance.
Cost per click (CPC) is a metric that shows how much you pay for each click on your ad. It is important to keep in mind that not every click will result in a conversion, so it’s important to focus on the quality of clicks rather than the quantity.
If your CPC is too high, it may indicate that your ad is not relevant to the audience you are targeting. To improve the CPC, you can try to adjust the targeting of your ad, adjust your bidding strategy, or improve the ad copy to better communicate your offer. It’s important to regularly monitor your CPC and make adjustments as needed to ensure that your ad is as cost-effective as possible.
This metric, known as the conversion rate, measures the effectiveness of your ad by calculating the number of clicks that lead to a conversion on your website. A high conversion rate indicates that your ad is reaching the right audience and is compelling enough to prompt users to take action.
A low conversion rate means that your advertising efforts are not translating into actual sales or leads, which can be a waste of your advertising budget. To improve this rate, it is important to optimize both your ad and website. Use specific and relevant keywords in your ad to ensure that your ad reaches your target audience. Additionally, consider using negative keywords to weed out irrelevant users. Including important details such as prices in your ad can also help users determine if they are interested in your offer before they even click on your ad.
The Cost-per-Acquisition (CPA) metric shows how much it costs you to acquire a customer through your ad. The specific action may vary depending on the industry, such as clicking on a phone number, viewing the location, etc. For example, if you offer nail services, it is recommended to track phone calls as most clients may prefer to call and make an appointment for a manicure.
To calculate the cost, you need to divide the total cost of the performed actions by the total number of orders received. To improve your CPA, you can conduct split-testing of your ad by testing different headlines, offers, calls to action, and even using videos. This will help you identify which combination of elements is the most effective in acquiring customers at the lowest cost.
Return On Ad Spend (ROAS)
ROAS is a metric which measures up the effectiveness of your advertising by comparing the revenue generated from it to the cost of running the campaign. It’s calculated by dividing the revenue generated by the cost of the ad campaign. This metric helps you determine whether your ad campaign is profitable or not. If your ROAS is low, you need to analyze your advertising strategy and try to improve it by optimizing your ad and website, refining your targeting, and testing different ad variations. You can also seek advice from experts in the field. At UAWC, we offer a FREE audit that can help you identify areas for improvement. Click the link to learn more.
Quality Score is a tool that assesses the relevance and usefulness of your ad and landing page compared to other advertisers. It’s measured on a scale of 1-10 and can help identify areas for improvement such as landing page experience, ad relevance, and expected click-through rate.
Search Lost Impression Share (Budget)
Search lost IS (budget) is the percentage of time your ad didn’t appear because your budget ran out. So, if all your bidding budget is spent in the morning and your ad can’t win any bids later in the day because of this, those lost bids contribute to Search Lost Impression Share.
Search Lost Impression Share (Rank)
Search lost IS (rank) is the percentage of samples. This will appear when your ad didn’t seem because of poor quality of advertisement rank. That is also specified by your bid as compared to your competitors and the quality of your ad
Don’t Forget To Track Google Ads Metrics
Consistently monitoring the Google Ads metrics mentioned above can help you make informed decisions about how to invest in promoting your business. By regularly analyzing and optimizing your advertising campaigns, you can significantly improve their effectiveness. This can lead to higher levels of conversion and ultimately, increased earnings.
Don’t underestimate the importance of tracking your Google Ads metrics. It can make a big difference in the success of your advertising efforts.