Google Ads metrics and what they mean

What does it mean?

Impressions are important because it shows you how often your ads were eligible for a keyword search in Google. This can indicate how effective – or not – your campaign is and how many opportunities you’re missing out on with each Google search.

Is your Impression share low? There are ways to fix that. Try the following tips:

• Focus on Ad quality – better quality ads get more engagement
• Rethink your keywords. Aim for a good balance of board, match type keywords and phrase matches.
• Increase your keyword bids. You’ll win more auctions this way.

What does it mean?

Google Ads allows you to set up a campaign budget per day. But beware – this doesn’t mean that your budget will be capped at this amount every day. No sirree.  

Instead, Google allows your campaigns to spend up to two times your daily budget when search volume unexpectedly increases. It also spends less than your daily budget on slow days. This means that your daily budget is an average over a 30.4 day period rather than a daily cap. 

Keep your eye on your cost metric. Adjust your budget to adapt to the market’s demand and your spend targets. 

Read 5 Google Ad hacks that’ll increase ROI

What does it mean?

Not sure if your Google Ads is engaging enough? The clicks metric will tell you. The higher your click share is, the more appealing your ad is. If your score is low, then you need to make some serious changes to your campaign.

Improve your clicks score by:

• Testing different ad formats and types
• Adding call and sitelink extensions to your ads
• Revisit your copy, and make it more compelling.

The world of digital marketing and online advertising can be a scary, daunting place – if you don’t have someone to guide you through it, that is. Have some questions about using Google Ads for your business? You’ve come to the right people! Digital marketing is our thing. Schedule a complimentary one-hour meeting here with our team to learn more.