Before We Begin
Before breaking down all the important metrics that our marketing team monitors on a daily basis, it is important to understand what metrics Google pays attention to.
Google looks for three things when finding ads that are relevant to the user’s search query:
- Ad relevance to the keyword
- Landing page experience
You may be asking yourself – how do I measure this?
Well, Google’s got you covered!
They have provided their own metric in order for you to see where your ad stands with the rank and relevancy of your ad and keywords through their eyes.
If you don’t already, we highly suggest you add the Quality Score column to the keywords tab in your account.
The Quality Score ranks from 1 to 10 for how relevant your ad is to the keyword being targeted and how often you have successfully answered another user’s search.
Having a high Quality Score can be crucial to where your ads rank and how often they are shown. It can also determine how much you are paying per Click. The lower the Quality Score, the more your CPC is.
Now, you’re ready for the fun stuff…
Google Ads Metrics to Pay Attention to:
– CTR and Quality Score
CTR and Quality Score are going to be important Google Ads metrics to track because they can be a key indicator of how your campaign is connecting with your audience.
For example, if there is a low CTR or Quality Score this could mean a few things:
- The keywords that you are targeting don’t match the intent of the customer
- Your audience isn’t responding to your copy or designs very well
- The landing page experience is poor and doesn’t match the relevancy of what the user was searching for
You should be aiming for 3% to 5% for a CTR and a 7+ for Quality Scores.
– Conversions and Conversion Rates
It’s not just about how relevant your ad and keywords are. You also need a good understanding of your audience.
This is where your Conversion Rates come in. They can be the key to understanding what your audience likes.
If your conversions and conversion rates are low, that can mean:
- a technical error with the conversion tracking
- The landing page could use some tweaking of CTAs or content
- You aren’t reaching your target audience
These two metrics are beneficial to keep your eye on when testing different variations of copy and design, as well as overall campaign performance.
When looking for a Conversion Rate goal – 3% and higher is going to be where you want to aim.
– CPA and ROAS
Your CPA and ROAS typically go hand in hand.
If your Cost Per Acquisition (CPA) is too high, then your Return On Ad Spend (ROAS) is going to be low – meaning you may lose money with that campaign.
But if you have a high CPA, it can be a good indication that your ad spend is going to an audience that isn’t aligned with your brand.
If you want to lower CPA and increase your ROAS, you can try some tactics like:
- Excluding some of the demographics that aren’t serving us
- Decrease bid adjustments for underperforming devices
- Increase bid adjustments for audiences, times, locations, and audiences that are converting
Your campaigns should be making you money, not costing you. This is why your ROAS is one of the most important metrics that you can track.
Anything above 200% ROAS and you get back what you paid in ad spend.
Also, any campaigns that have a ROAS of 200% and above should be scaled so that you have the potential to make even more in return.
Wrapping it Up!
Breaking down Google into bite-sized chunks is the best way to tackle it.
This handful of Google Ads metrics can give you all the insight you need to understand your audience and how to optimize your campaigns.
If you get stuck or don’t know where to start, Growth Gurus have an excellent Paid Media team that can help you start growing tomorrow! Contact us today.