Serving advertisements through Google Ads can provide great visibility to a business at a reasonable cost. However, it is important to know how to use Google Ads KPIs to assess the impact of these marketing campaigns and adjust them over time. You can get the services of Best Google Ads Agency in London. Here are essential Google Ads KPIs to monitor to carry out these actions.
The cost of acquisition (CPA)
Cost of Acquisition (CPA) is a measure of how much a business invests to complete an action, such as making a purchase or filling out a form. Thanks to the CPA, a company sees how much it costs to acquire a new customer. This KPI is particularly relevant for actions that are difficult to quantify. For example, for a phone call. It is difficult to assess the ROAS without measuring the turnover of the Google Ads marketing action.
A fairly low CPA is generally interesting, however it is possible that it is high, because Internet users do not necessarily convert into customers immediately after clicking on a sponsored link.
The number of conversions
A conversion is the realization of a desired action that increases the turnover of a company. This could be making a purchase, filling out a form, or signing up for a trade show. It therefore seems essential to track the number of conversions by configuring this KPI. This KPI completes the ROAS.
The conversion rate
The conversion rate represents the number of people who completed the objective (contact, registration, etc.) compared to the number of people who clicked on the Google Ads ad. To increase turnover, this rate must be as high as possible. When it is low (0.1% to 0.5%), the financial risk for the company becomes significant, because the cost of acquiring a customer is too high to be profitable.
The number of clicks
The number of clicks represents the number of interactions with the public. The traffic over a given period. This KPI must be taken into account, because it determines the number of clicks that the advertiser has purchased. The company must also take into account the CPC (Cost Per Click) and the bounce rate.
The number of impressions
The number of impressions refers to the number of times the ads have been displayed. This number highlights the potential visitors that the company can capture. The number of impressions can also indicate the number of people who type the name of a brand on Google. It is necessary to compare these figures over several months to know the notoriety of the mark and to know if it progresses.
The number of impressions is not a performance indicator. But it allows you to have visibility on the number of people who see the ad. In the event that the number of impressions is down, it is necessary to check that the ads are well positioned and that they do not have a quality score that limits their distribution. Finally, it must be checked that the bids are sufficient to allow the inserts to appear more often.
The click-through rate (CTR)
Click-through rate (CTR) refers to the percentage of people who click on the ad to access its content. CTR is calculated by dividing the number of clicks by the number of ad impressions. The higher the click-through rate, the better the ad performs. The CTR also highlights the relevance and effectiveness of the ad. It thus makes it possible to optimize it and make it more attractive if necessary.
The Quality Score
Knowing the Quality Score helps reduce a company’s costs by having profitable Google Ads marketing campaigns and determining the price per click of its keywords. When the Quality Score is high, Google Ads offers a discount on advertising costs because it has been shown to be a quality source of information for different Google users. The cost per conversion therefore decreases and the return on investment increases.
