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Google ads are all about getting instant results. Let it be boosting website traffic, increasing app downloads, or getting more leads, Google Ads can help you in achieving all such goals. With data being so readily available, people are utilizing more and more of it to make sound decisions when it comes to meeting targets through paid marketing. To make sense of all this data, you can leverage Google Ads performance metrics and embark on a results-driven approach.

However, there are numerous metrics, each one having its own significance, which can be overwhelming. It can be similar to finding your child in a giant maze, a time-consuming and nerve-wracking experience.

To help you with this, we have prepared a list of 5 key metrics to measure Google Ads performance that you need to focus on regardless of the campaign objective.

Without further ado, let’s dive right in.

Impressions

Impressions are basically the number of views or eyeballs you get on an ad. This metric tells you if your ad is actually showing up on relevant searches. If the number of impressions for an ad or a campaign is very low, you need to check the ad copy and reevaluate the daily spend limit.

Clicks 

After viewing your ad in the search results, if a person wishes to explore more about what you are proposing in your ad, he/she will click on the ad. Clicks are the first real interactions of potential customers with your ad and hence, are crucial for bringing traffic to the website.

Make sure your ad copy has a compelling message that intrigues the viewer and results in a click. However, it shouldn’t be misleading the viewer or you will end up bringing people to the website who will not convert.

Click through Rate (CTR)

Click-through Rate (CTR) gives you a percentage of people who, after viewing your ad, actually clicked on it and reached the landing page. To calculate Click through Rate (CTR), you need to divide total clicks by total impressions and multiply the answer by 100.

CTR tells you how effective your ad has been in sending people to your website. It shows how relevant your ad has been to the people searching for a specific thing.

To improve your CTR, you can work on the ad copy and make it better by adding relevant keywords and addressing the pain points of potential customers.

Cost per Click (CPC)

Getting clicks on your ad is important. However, monitoring the cost is also necessary. This is why Cost per Click (CPC) is another useful metric for monitoring Google Ads performance. To calculate CPC, you need to divide the total cost by the total number of clicks received on an ad or a campaign.

Cost per Click (CPC) = Total cost / Total clicks

Cost per Acquisition (CPA) / Cost per Conversion

What do you want a person to do after reaching your website? Fill in and submit a form? Sign up or create an account? Or subscribe to your newsletter?

These are some of the examples of actions you want people to take on your website. These actions determine what a conversion is for you. Remember, a person merely visiting your website is of no use to you unless any action is taken on the website by that person.

Once you have established what a conversion is for you and defined it in Google Ads settings as well, you can start monitoring the cost per conversion.

Cost per conversion will let you know how much money, on average, is needed to convert a website visitor into a customer. To calculate it, divide the total cost by total conversions.

Cost per Conversion =  Total cost /  Total conversions

Conclusion

Running ads on Google can be challenging. With so many data points, it can become an ordeal to pull the right information out. However, the 5 key metrics shared in this post can help you in quickly assessing Google Ads performance, make the required changes, and meet the targets with ease. 

About Hoplytics

Hoplytics is a digital marketing services provider that helps businesses achieve their goals through ingenious marketing strategies that deliver results.