A marketing campaign needs constant observation with a daily evaluation. Every marketer knows that metrics are required, and all those indicators will show the performance of every strategy. But today we will focus on Google Ads metrics, one of the most used tools in digital marketing.

Google Ads is a platform that offers online advertising through its different applications and services, with third-party pages. This platform presents basic data through metrics that show the growth and variation of the campaign. Here’s everything you need to know about Google Ads metrics!

Google Ads metrics: why we should keep an eye on them

In marketing, ads are essential, but every marketer knows that setting them up and leave them will not work for the brand, and it’s just a waste of money. Each ad needs to be monitored, evaluated, and optimized with regular analysis. This is where the Google Ads metrics play an important role, offering relevant information about the campaign’s performance and what needs to be changed to improve the weakest point of the campaign.

Each marketing team has their own way to use these metrics, and of course their own approach on the frequency to evaluate every ad. So the big question is which metrics are the most important? And which ones help to improve a campaign? Here are the most used Google Ads metrics!

Main Google Ads metrics

– Prints: this indicates the number of times the ad has been shown; it depends on the keywords, budget, and the quality score to have a better position within the search engines, that would generate more impressions.

– Clicks: it’s the number of times that users clicked on the ads. It depends on the title, description, and display image. Remember, everything must be of high quality, especially the images.

– Conversions: it involves the action users take after clicking on the ad. Usually, the action is a purchase of the product or service. The action can be taken online or offline
or both

– Click through rate (CTR): the CTR tells you how many users who saw the ad clicked on it. It combines the print and click metrics (number of clicks / number impressions * 100). If the number is very low, it means that the ads may be showing to the wrong target, so change the keywords. Another reason could be that the design needs to be more flashy o relevant to catch people’s attention.

– Conversion rate: this rate shows the number of users who made a conversion after clicking on the ad. If the ads are getting many clicks but few conversions, the team must work on improving the landing page to make it more appealing to users. The rate is measured with this formula: number of conversions / number of clicks * 100.

– Cost per click (CPC): this metric indicates how much each click cost; it depends on several factors, but the aim is to minimize costs to maximize profits. The best way to do this is working with the right keywords and and get more qualified ads.

– Cost per acquisition (CPA): it is similar to the metric above, but it tells how much it costs to receive a conversion; it reflects how much is the inversion before receiving a conversion. It’s important to generate more conversions for a lower investment. Here, the landing page is key.

– Average position: with this rate you can know the position the ads are showing in a search. A better position depends on the budget and the quality score, so improvements must be made on each element of the ad.

Working with ads is a priority for every marketing campaign, but it only shows good results if the ads are monitored and evaluated regularly. Google Ads is a great way to start using them, since their tools have many interesting features. The Google Ads metrics are vital to get all the statistics of a campaign’s ad, so give them a try!

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