You can easily find out what your audience wants to know by exploring keywords related to your niche. But good targeting is much more than just identifying the relevant keywords.
Whenever a person types in a query into the search field, there’s a specific search intent behind those words. If you can understand that search intent, then you can fully leverage the power of Google Ads - you’ll be able to match your promotion with the right people.
Google Ads is one of the best platforms out there for creating this match, so if you’ve decided to use it, you’ve done well.
And if you’re not sure where to start and which Google Ads metrics are essential to track, here are our suggestions.
Impressions refer to the count of how many times your ad was displayed to a user on the SERPs.
Impressions can be a good indicator of your Google Ads health, but beware: the fact that Google displayed the ad on the search results page doesn’t necessarily mean that a person really noticed it.
Every time a person clicks on a link in your ad, it counts as a click. Clicks are important to track, but the overall number of clicks may sometimes be deceiving.
Why? Because clicks are recorded even if the person doesn’t actually visit your website, like in cases when the page doesn’t load due to internet connection issues, for instance.
It’s a good idea to track “Ad Cost” if you want to stay on top of your ad campaign budget. By tracking it, you can learn how much you’ve spent on the campaign you’re currently running at any given moment.
Conversions aren’t only purchases - but every important action a user takes after clicking on your ad.
For example, one of your conversion goals may be to sign up for a webinar or your newsletter, etc.
Does your campaign cost you too much? By tracking the average CPC for your ads, you can easily answer this question.
Every time a user clicks on your ad, you’re charged a specific amount of money, so you can calculate your average cost per click this way: divide the total amount of money you’ve spent on your campaign so far by the total number of clicks it brought you.
Click-through rate can be tracked by campaign, which is important because you can find out what campaigns generate the most interest, engagement, and are cost-effective. You can discover the same for different groups of keywords.
By identifying your most successful campaigns, you learn where you should move the most significant portions of your advertising budget to help them generate even better results.
For effective Google Ads monitoring, it’s important to use an efficient tool that allows you to track all your KPIs in one place and keep them organized, which helps to act on the data collected easily and promptly.
The metrics we’ve described in this article are an excellent starting point for anyone who wants to enhance their marketing efforts with Google Ads.