What advanced search advertising metrics and KPIs improve campaign performance?

1 Quality Score

Quality score is a rating that Google assigns to your keywords based on their relevance, expected click-through rate, landing page experience, and ad relevance. It ranges from 1 to 10, with 10 being the highest. A higher quality score means that Google considers your keywords to be more relevant and useful for users, and therefore rewards you with lower costs and higher ad positions. You can check your quality score in the Google Ads interface or use the Keyword Planner tool to find new keywords with high quality scores.

2 Impression Share

Impression share is the percentage of impressions that your ads receive compared to the total number of impressions that you are eligible to receive. It reflects how competitive and visible your ads are in the search results. A low impression share means that you are missing out on potential clicks and conversions due to factors like low bids, low quality scores, limited budgets, or narrow targeting. You can increase your impression share by improving your quality score, raising your bids, expanding your budget, or broadening your targeting.

3 Click-Through Rate

Click-through rate (CTR) is the ratio of clicks to impressions for your ads. It measures how effective your ads are at attracting users' attention and interest. A high CTR indicates that your ads are relevant and appealing to your target audience, and that they match their search intent. A low CTR suggests that your ads are not resonating with users, and that they need to be optimized or tested. You can improve your CTR by using compelling headlines, clear calls to action, relevant keywords, and extensions.

4 Conversion Rate

Conversion rate (CR) is the ratio of conversions to clicks for your ads. It measures how effective your ads are at driving users to take the desired action on your website, such as making a purchase, signing up for a newsletter, or downloading a resource. A high CR indicates that your ads are delivering qualified traffic that is ready to convert, and that your landing page is persuasive and user-friendly. A low CR suggests that your ads are not aligned with your landing page, or that your landing page is not optimized for conversions. You can improve your CR by using consistent messaging, clear value propositions, strong incentives, and trust signals.

5 Cost Per Conversion

Cost per conversion (CPC) is the average amount that you pay for each conversion from your ads. It measures how efficient your ads are at generating conversions within your budget. A low CPC means that you are getting more conversions for less money, and that your ads are profitable and scalable. A high CPC means that you are paying too much for each conversion, and that your ads are not sustainable or profitable. You can lower your CPC by improving your quality score, lowering your bids, increasing your conversion rate, or using smart bidding strategies.

6 Return On Ad Spend

Return on ad spend (ROAS) is the ratio of revenue to cost for your ads. It measures how much money you make from your ads compared to how much money you spend on them. A high ROAS means that your ads are generating more revenue than cost, and that your ads are effective and profitable. A low ROAS means that your ads are generating less revenue than cost, and that your ads are not worth the investment. You can increase your ROAS by increasing your conversion rate, increasing your average order value, decreasing your cost per conversion, or using remarketing or cross-selling techniques.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?