What are the key metrics of a Google Ads Search campaign? The definitive guide.
Search or Search Ads
KPIs de Search Ads
Google Ads offers a variety of metrics, so you have to consider and select which ones are relevant for each type of campaign and for the objective you are looking for. Although the goal is always to achieve more leads or sales, achieving it means optimizing campaigns to obtain results at the lowest possible cost. Below we describe the KPIs to monitor so that your campaigns are a success:
Impresiones, clics y CTR
Impressions indicate the number of times an ad was published, while clicks indicate the number of times a user “clicks” on an ad to go to the website.
From the aforementioned variables, the CTR (click through rate) is born, which is the rate of clicks on impressions. In other words, if an ad has 100 impressions and 1 click, the CTR is 1%, while if it has 10 clicks it is 10%.
Why is this metric relevant? Because it tells us how effective our ad is in achieving the click. While there can be many factors that impact this metric, some of the most relevant are: campaign objective, competition, ad quality, and placement.
CPC (cost per click):
As the name implies, it is the average cost of each click on the ad. We do not always pay the same for each click, but it depends (as always) on several factors among which you can find: where and when the competition is auctioning, the budget, the demand, the seasonality and the keywords.
Why is this metric relevant? Although it is difficult to benchmark the CPC, it is a good indicator to understand how much is being paid to bring each of the users to the site. For example, a CPC of $100 is extremely expensive for an advertiser of alfajores, but very reasonable for an advertiser of high-end cars. You always have to look at metrics in context!
It is the percentage of impressions that the ad receives compared to the potential impressions that it could receive. Yes, conceptually it is one of the most difficult metrics to understand, but it is also one of the most useful, so let’s go with an easy example (and one that will be repeated throughout the entire post). Suppose we are bidding on the keyword [alfajores santafesinos] and today there were 100 searches, but our ad was only shown 30 times, our impression share is 30%. That is, he could have had 100 impressions (potentially), but in reality he only had 30.
But why does this metric matter? Because it allows us to understand if we have the capacity to cover more searches or if, on the contrary, we are searching in a market that is too large and we need to refine the keywords for which we are bidding. This last case can occur if, for example, we only sell alfajores from Santa Fe, but we are bidding on the keyword alfajores. In this case, we are going to have more competition and the impression share will probably be negligible, which is a good indication that we need to gain participation by greatly improving the relevance and budget metrics or by shrinking the search market. And with this last example, we mention two linked metrics: lost impression share (rank) and lost impression share (budget). Both give visibility on why we are losing participation, but we leave them for later.