The 6 best metrics in Google Adwords to analyze – WAU

The ability of Google Adwords to collect, analyze and compare data is enormous, bringing a multitude of insights so that you can improve the performance of your sponsored link campaigns. But with such a large amount of information, where to focus attention? Where are your goals, of course! When you start a campaign […]

The ability of Google Adwords to collect, analyze and compare data is enormous, bringing a multitude of insights so that you can improve the performance of your sponsored link campaigns.

But with such a large amount of information, where to focus attention?

Where are your goals, of course!

When you start a Google Adwords campaign, you have goals, right? For each goal, you define campaign goals.

And, for each goal, you should have metrics that tell you whether you’re on the right path to achieving your goals or not.

In this post, we will show you the 6 best metrics in Google Adwords for you to analyze and have total control over your results!

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1. Click-through rate

The so-called CTR or conversion rate is the result of dividing the number of clicks given on your ads by the number of times they were shown.

This metric aims to reveal how your campaign is performing and that of your competitors.

After all, when your CTR increases, you’re ahead; when it decreases, some competitor achieved a better position.

CTR influences other important Google Adwords metrics, which we’ll also see here.

For now, what you need to know is that the higher your CTR, the lower your CPC and the greater the volume of traffic to your landing pages, that is: results in sight!

2. Cost per Click

Cost per Click or CPC is the metric that helps you to know how much it costs to convince an internet user to click on your ad and also to control the budget in Google Adwords.

The lower an ad’s CPC, the higher its ROI – return on investment, as you spend less to convert and make your campaign more profitable, reaching a larger number of people with the same investment.

But the CPC is not just to control the budget, it also reveals the quality of your ad (the higher the CPC the less relevant the ad is); the performance of your landing page (the higher the CPC, the less effective the landing page is); and the relevance of the keywords used (the higher the CPC, the less effective the selected keywords are).

3. Impression rate

The impression rate is obtained by dividing the number of times your ads appear by the number of times the keywords you define are searched on Google.

This means that your ads will not always appear to the selected audience, it all depends on the keyword auction that happens with each search.

And why is the impression rate important?

Because it shows whether your ads are really relevant to the audience you’ve targeted, whether the keywords used are the best options, whether your budget is right for the campaign and how your competitors are performing on that strategy.

When the impression rate is low, it means that there is something wrong with your ad, so it is essential that you follow this Google Adwords metric to optimize your results and ensure the long-awaited success with your ads.

4. Optimization of long-tail keywords

For sure you already know that generic keywords, such as “marketing”, “hotel” and “clothes”, for example, are much more sought after, which increases your campaign’s CPC.

The alternative is to bet on long-tail keywords, that is, those that are composed of three or more words, such as “digital marketing for small companies” or “baby clothes in belo horizonte”.

Long-tail keywords attract less traffic than generic keywords, however that traffic is more qualified, meaning that the audience that interacts with your ads is better prepared for conversion.

If long-tail keywords are well defined in your sponsored links campaign, you earn a lower CPC and thereby leverage the ROI of the ads, obtaining greater profitability for your company.

The metric for analyzing if this strategy is working is to look at the percentage of the impression rate we mentioned above: how many impressions do you get when using long-tail keywords?

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5. Landing page optimization

There is no point in having a killer ad if your landing page is not there.

Google is always focused on providing a unique experience for its users and, for that, it also analyzes the landing page of its sponsored links.

A well-optimized landing page takes into account the keywords of your Adwords campaign, a clean and intuitive design, objective and highlighted calls to action and smart forms, which ask for little information.

A poorly crafted landing page loses conversions and thereby directly impacts your sponsored links campaign, causing your CPC to increase, impressions to decrease, and ROI to drop dramatically.

6. Quality score

The quality score is one of the metrics that you should be most concerned with in your Google Adwords campaigns, as it is influenced by other variables that we saw here, such as CPC, CTR, keyword relevance, page quality destination and the URLs entered in your ad groups.

By averaging your performance on all of these variables, Google assigns a quality score to your ads, which helps you gain better placement among your competitors when your ads are shown.

The higher the quality index, the greater the volume of traffic, the lower the CPC and the higher the CTR, that is, the better your overall results will be. So work hard to get a good quality score!

As you may have realized, to be successful with a Google Adwords campaign is to provide a unique Internet user experience with your ads, so following the metrics we just presented is essential for you to develop increasingly effective ads.

With these data in hand, you know how your campaign is performing and also what elements can be improved so that you extract even more value from this investment, bringing incomparable results for your company.

Did you already know these 6 essential Google Adwords metrics? Which others do you use to measure the effectiveness of your sponsored link campaigns? Leave your comment!

Google Adwords Guide