How To Measure The Performance Of Your Google Ads

How To Measure THE Performance Of Your Google Ads

KPI is the abbreviation for Key Performance Indicator to measure the performance of your google ads.

KPI’s represent the metrics to measure performance. Using these metrics, you can compare your performance to previous periods, or you can monitor how your performance advances. How to monitor the result of google ads.

 

You may focus on the following KPI’s in your Google Ads project:

Impressions

Every time Google Ads system displays your ad, it is called an impression.

As advertisers are eager to display their ads to their target audience, impression is a metric they monitor.

Impression is not generally as important as click through rate or conversion metric, but the ad’s performance flow starts with the impression. It is the starting point.

If your aim is to reach as many people as possible and display your message or video to large audiences, it is a good idea to monitor this metric more closely.

Clicks / Click Through Rate

After an impression occurs and a user sees your ad, you should monitor if that user clicks on your ad or not.

As click through rate symbolizes the interest of the user seeing the ad, higher click through rates are better.

As this metric directly affects the quality score of your ads, it helps your ads to perform better.

Segmenting your target audience and communicating with each segment using tailored messages will help you to increase the click through rate.

As they generate revenue from the clicks, sometimes the websites in the Google display network use special tactics to make the visitors click on the ads, even if they do not want to.

In this kind of a situation, you may observe high click through rates, but you may also observe that this traffic is useless. You should be careful about this. I will elaborate on this in display ads chapter.

Impressions and click through rate will result in clicks (visitors). Together, they will provide a more detailed picture than merely the number of Google Ads visitors.

Conversions / Conversion rate

This is usually the most important metric to measure the effectiveness of the whole project.

What results do you get in the end? How profitable are Google Ads visitors?

When users click on your ad, they come to a page on your website. There, they should perform a conversion.

Conversions are the clicks resulting in a transaction and they may be in the form of sales, reservations, appointments, lead forms, or phone calls.

By placing Google Ads conversion code in your website codes, you can monitor your performance directly on Google Ads dashboard.

You should link your Google Ads and Google Analytics accounts to monitor your performance on Analytics dashboard.

You can monitor the website performance metrics of the users who click on your ads, ecommerce performance of these people, or other conversion metrics.

As the design and the functionality of your landing pages significantly affect

the conversion rate, you should also focus on your website usability and website performance in general.

When you divide your cost to conversions, you have cost per conversion metric.

How much money are you spending to get one conversion? What is the value of this conversion?

The answers to these questions are important to decide on the fate of your campaigns.

User Performance: Bounce Rate, Pages/Session, Average Session Duration

Although they are usually not as important as conversions, you may monitor user performance metrics to have a better idea about the performance of your campaigns.

If the users click on your ads, come to your website, do not like what they see, you will observe high bounce rates.

As this signals an inefficient structure, it is important to monitor the campaigns having high bounce rates and work on them to improve this metric.

Pages per session indicates how many pages users visit during a session. Session duration measures the length of a visit.

You may monitor these figures on Analytics dashboard.