The Most Important Google Ads Metrics to Track
Let’s break down the most important Google Ads metrics and find out what they mean for your campaigns.
Google Ads is a pay-per-click network that allows you to bid on keywords that are relevant to your products or services. Basically, Google Ads allows you to pay for certain keywords that potential customers will search when browsing for something your business can provide. Based on the amount you bid for those keywords, Google Ads will display your ad on that person’s search results.
Because you are paying for keywords and to keep your ads running, it is important to track the metrics of your ads to make sure you are spending your money effectively.
There are many metrics to track on Google Ads, and it is important to look at the data from a wholistic point of view. However, if you want to focus on the ones with the most significance, these are the ones to always keep an eye on.
Return on ad spend (ROAS)
The ratio of money spent on Google Ads to the overall revenue generated. So, this metric is a good to look at if you want to make sure you are spending the right amount on your ads. The higher your ROAS, the better.
Cost per conversion
Tells you how much you spent on advertising in order to generate a sale. It is the total cost of advertising spend divided by the number of conversions (sales made from an ad).
This is the rate at which customers make a purchase after clicking on your ad. This metric can indicate if you are using the right keywords, if your ads are optimized, or if you’re aiming for the right target audience. If your conversion rate is low, it’s possible that you need to adjust your ads for optimal performance.
Search impression share
Indicates how often your ad is being seen by your desired target audience. This might signify that you need to start bidding on different keywords or increase your spend so that your campaigns can be shown more.
Click through rate (CTR)
This is the amount of clicks your ad generates divided by the number of times it is shown. This is a good measurement to look at if you don’t know if your ads are effective. The higher your click through rate, the better because that means your ads are generating direct traffic to your sight.
How often should you check campaign metrics?
Well, the answer to this question depends on the goals you are trying to achieve through your campaigns. If you are running a new campaign, you probably should check its metrics on a daily basis to see if anything needs to be adjusted.However, if you are running a campaign that you have been using for a while, you probably can check on its metrics less frequently. The hardest part about Google Ads is finding the sweet spot between keywords, spend, campaign design, etc. so that your campaigns run smoothly. That’s why it’s better to check your metrics more often if your campaigns are new.
There are many apps that allow you to consolidate all your metrics into one place and send you push notifications to alert you when there are changes in your campaigns’ performance. These apps are extremely helpful because changes can happen in the blink of an eye and we can’t always be around to monitor when they do.
If you’re feeling overwhelmed, don’t worry, you’re not alone. Google Ads is a fast paced, ever changing platform where new things can always be learned. However, it is an extremely effective way to generate traffic to your site and make sales. Once you get the hang of it, it is smooth sailing from there. Hopefully this article helped!
Hi my name is Kat! I’m from Cincinnati, Ohio, USA and I just recently moved to Madrid. I graduated from Ohio State University with a bachelor of science in business, specializing in marketing. I love dogs, food, traveling, and all things marketing!