Professionals in pay-per-click marketing use a wide range of Google Ads metrics to assess the success of a campaign. The decision of whether or not to use a particular metric during a PPC campaign is largely based on the goals of the campaign. The goals of the campaign will determine which metrics should be checked and analyzed.
A pay-per-click (PPC) campaign’s success can be measured in various ways. When deciding which metrics to prioritize, you may have a lot of leeway.
- Conversion Rate
- Conversions Directly From the Ad
- Search Impression Share
- Search Impression Share Lost
Conversion Rate
Total Conversions for a campaign are divided by the number of times that campaign’s ad was clicked to arrive at its Conversion Rate. No matter what field you work in, figuring out your conversation rate is a similar process.
You can see the successes and failures of various campaigns by monitoring conversion rates. The cheapest alternatives should be investigated first. Learn how they fared over a specific time frame.
Understanding the campaign’s Cost per Conversion helps you make informed decisions about its future. Measuring the success of your landing page’s Calls to Action (CTAs) can help you decide which ones to test. Having multiple sets of eyes review the content of your landing page is also a good idea.
If it turns out to be less than anticipated, there may be a breakdown in communication. Using this metric, you can see the big picture of why a particular campaign is successful and whether or not it can be expanded.
Conversions Directly From the Ad
A landing page isn’t required for the metric. With this feature, you can configure your ad to receive calls or messages from potential customers if that’s a necessity for your business. Communication via phone or text message is undeniably the quickest route to a paying customer. Accordingly, it will pay off handsomely to optimize your ads using the metric in question.
Search Impression Share
This is a default metric in Google AdWords that is often overlooked but has a significant impact on a campaign’s success. Search Impressions Share (SIS) is defined as “The Number of Impressions you have received, divided by the approximately number of impressions you were eligible to receive.” The targeting, approval status, bids, budget, and quality score of your existing advertisements will determine your eligibility.
One metric that may serve as a good barometer for the overall health of your AdWords account and the others listed above is Search Impression Share. If your Search Impression Share (SIS) is 100%, then your ads appeared every time they qualified to be displayed, while if your SIS is only 5%, then your ads appeared only 5% of the time they qualified to be displayed (this metric is also referred to search impression share loss). Remember that a perfect SIS is extremely unlikely to occur, but not impossible. The typical SIS for a successful campaign is 20%.
Search Impression Share Lost
The percentage of Search Impression Share lost out of the total number of eligible impressions because of a campaign’s budget is known as the Search Lost Impression Share (Budget). Digital advertising platforms typically measure it at the campaign level.
In Conclusion
The key takeaway is that when it comes to Google Ads, you can’t just rely on one metric. Instead, consider them as a whole to reap the most rewards.
