The modern marketing tool kit in small businesses is highly dependent on online ads. Google ads are one of them and it is one of the most effective and best ways to reach a huge audience. The best part of Google ads is that measuring their success is easier which can help in the continuous improvement of ad campaigns in order to make them more effective. In this blog, you will learn how to measure the success of your google ads campaign.
What Metrics Can Be Used?
You need to check whether your Google Ads living up to their potential. So, how do you check that? Measuring the success of your Google Ad depends on analyzing the quality of your ads and landing pages along with several other metrics.
Return on Investment (ROI)
The Return on Investment (ROI) is a very simple metric that is the difference between how much profit you made and how much you spent. It is calculated in terms of percentage. A positive ROI indicates that your ads are making more money than what you spent. The greater the profit, the better your ads are. Negative ROI indicates that your ad will take more time in stabilizing or some improvements are needed in your ad. Results take time. So, have patience and act smartly to make the ad effective.
Google text ads comprise three elements: headline text, a display URL, and description text. Each element has limits of 30 to 90 characters. When your word choices and keywords are used smartly and strategically within the limits, the ad quality can be considered good that has the potential of getting clicks.
Click-Through Rate (CTR)
The click-through rate (CTR) is the primary way to measure your ad quality. It has been measured that the average CTR in all industries is 5.06% which means that for every 100 clicks, five users click on the ad to visit the landing page. As CTR varies industry-wise, you can compare your CTR with the same players in your industry to check the performance of your ad.
Google offers a diagnostic tool named Quality Score to help you compare your ad quality compares to other advertisers. It is calculated on a scale between 1 and 10. It includes three different elements: ad relevance, expected click-through rate, and landing page experience. Ad relevance refers to how well your ad can fulfill the searcher’s intent and the landing page experience indicates how useful and relevant your landing page is to visitors. Google scores these as “above average”, “average” and “below average” after comparing your ads to ads of other advertisers who used similar keywords in the last 90 days. Google combines these results and calculates a quality score between 1 and 10.
Ad strength is another Google diagnostic tool that helps you focus on providing the right messages to your center’s target. It ranges from “excellent” to “incomplete” and denotes the quality, relevance, and diversity of your ad. Having unique and relevant content can present the right ad in front of your audience and improve the performance of the ad.
Landing Page Quality
When visitors click on any Google ad, the next step is that they visit the landing page. So, how will you assess that you have a high-quality landing page? The landing page experience score that has been detailed above, can give you an idea about whether your page s relevant to visitors. The landing page should be easy to navigate. For a high landing page experience score, you should use relevant keywords that are relevant to the user’s search. The Quality Score tool of Google also measures the quality of keywords. So, you can use the tool.
Impression, Clicks, and Conversion
These are other metrics that can be used to measure the quality of Google ads. Impressions are the views and if they are declining, there may be an issue with keywords. If not, there may be a problem with the budget. You will be required to increase your budget to compete with others’ ads for the same keywords. You can use Auction Insights to check your competitors’ bidding for the ad. Fewer impressions give you fewer clicks and fewer conversions which denote poor ad performance.
Google Analytics And Conversion Tracking
Every day, new competitors are entering the market, technology is getting upgraded and Google is modifying its platform to balance the ratio of an ad versus organic results, you need to be smart and tricky to stand out. Despite the effectiveness of Google search ad campaigns and the above-mentioned tips, you need to have patience and give time to ads to stabilize and give a return.