Google ads is an important tool for all sizes of businesses. The reason why Google ads are so popular is how easy they are to create and monitor so that you can continuously improve your approach.
After all, once you create an ad successfully, you need to track its performance. Before evaluating your Google ads performance, you need to determine your goals with the ads. Then, you can focus on the metrics to help you achieve your goals.
What Statistics Matter Most for Your Google Ads?
The first step when you want to track the performance of your ad campaigns is to go to the left-hand side menu on your Google Ads account. Click on all campaigns and click on Ads & Assets or Keywords buttons. You will see a display of customisable tables with all the necessary data.
Some of the most important metrics from the tables include clicks and impressions, and you could start by checking on these.
You want to ensure that your ads are getting impressions before you can track anything else. Impressions mean that people see your ads and refer to the number of times your ad was displayed to a searcher based on their search terms.
Once you look at the number of impressions, do you feel your ad is getting displayed as it should? If not, what could be affecting the numbers? If you’re satisfied with the impressions, you can move on to analyse other metrics. If not, countercheck the following:
If your budget is limited, it can be very difficult to win a auction bid. Therefore, Google will stop displaying your ads which could result in low impressions.
Bids and Quality Score
Another factor that could affect your impressions is the competitiveness of your bids and the quality score. You need a high-quality score to improve your ad rank if you’re to have a chance of your ads displaying against those of your competitors.
Clicks and Click-through Rate
Once you’re sure that your ads are actually getting displayed and you have a significant number of impressions, check the clicks and the click-through rate. There should be a correlation between the ratio of impressions to clicks.
With many clicks, you are sure your audiences saw your ad and want to click through to read further. If you find that you have lots of impressions but very few clicks, it could mean that you’ve targeted the wrong audiences or used the wrong ad text and keywords. If you detect a problem, it’s crucial to go back to the drawing board, or your ad campaigns could amount to no results.
Cost per Click and Cost per acquisition
Cost per click (CPC) refers to the amount of money you pay for each click, while cost per acquisition is the amount of money your business pays to make a conversion. CPC and CPA will help you evaluate whether you’re making money or not. You can expect your CPC to be higher than your CPA because not everyone who clicks on your ads will convert immediately, and that’s okay.
At the end of the day, your return on investment solely depends on the amount you spend per click and the value you get from these clicks. The costs per click will, of course, vary from industry to industry, depending on the competitiveness and your quality score. But then, you need to evaluate your chances of earning even after incurring the cost of your clicks.
Another metric you need to consider during your Google ads analysis is the wasted budget which helps you understand how well you’re spending on your PPC. You want to ensure that your costs are as low as possible so that you can have significant returns on your investment.
The best way to reduce wasted ad spend is to prevent any clicks based on unrelated keywords from what your business offers. Allowing negative keywords will only consume your ad spend but will hardly convert. You should actively monitor any negative keywords to effectively filter out searchers that aren’t interested in what you offer.
Google determines your quality score by analysing the quality of your ads, relevance, and performance. Your quality score is the most important metric, as it determines how much you pay per click (PPC) and how well your ads rank.
While the topic of the quality score has attracted many debates on whether or not Google uses the metric to determine the performance of your ad campaigns, it’s good to be safe. You want to ensure that all your ads are well-optimised and targeted to the right audiences, ultimately increasing their relevance.
Google Ads Optimisation Tips
Optimising your ads is not a one-off event – you need to track your performance through daily, weekly, and monthly analysis. Each day, check any fluctuations in the metrics we’ve discussed above with an emphasis on impressions, clicks, and CTR. You must also review your budget distribution and filter out any negative keywords.
Here are some tips to help you optimise your Google ads campaigns:
Create location-focused ads
If you have a physical store, creating Google ads that target local searches could be more fruitful than general ads. Google decodes search intent and will display your ads to people looking for products or services you offer near them.
Add your mobile number
If your ads target mobile device users, they’d be more successful if you included a mobile number they can use to call and make an enquiry.
Select Keywords Carefully
Keywords are crucial for the success of your Google ads because they help you target search phrases that people use to find your products or services. It’s not enough to use your seed keywords. You want to use long-tail keywords that prompt action from your target audiences.
Optimise your landing pages
No matter how well you optimise your ad, it will only perform if the landing page linked to it is also optimised. You want to ensure that your landing page contains all the information your visitor may need to convert. Attaching landing pages that perform well on your website is a tip that always works.
Analyse Your Ads Performance Now!
Tracking all the Google ads metrics simultaneously can pose a challenge due to their multitude. With various metrics like click-through rates (CTRs), conversion rates, cost per click (CPC), impression share, and many more, it can be overwhelming to keep tabs on every single one. However, by focusing on monitoring the key performance indicators (KPIs) that are most relevant to your specific goals, you can ensure that your ads are effectively performing and achieving the desired outcomes.
At our esteemed Google ads agency based on the vibrant Gold Coast, we possess the expertise and experience to assist you with all aspects of your Google ads campaigns. Whether you require assistance with ad creation, optimization, targeting, or budget allocation, our professional team is ready to provide top-notch guidance and support.
If you’re seeking to enhance the performance of your Google ads campaigns and achieve exceptional results, we encourage you to get in touch with us. Our dedicated team is eager to understand your unique requirements and work collaboratively to develop effective strategies that align with your goals. Don’t miss out on the opportunity to leverage our expertise and drive success in your Google ads endeavours. Contact us today and let us help you unlock the full potential of your digital advertising efforts!