Top Google Ads Metrics Your Agency Should Monitor Regularly

Google Ads are an effective way to target potential customers for businesses. Conducting Google Ads campaigns can be challenging, prompting companies to approach digital marketing agencies for assistance.

Search advertising spending has been steadily increasing in the United States over the past few years. According to forecasts, businesses will spend approximately $95.2 billion on search advertising in 2022.

PPC campaigns can be performed on various platforms, including Facebook, Instagram, etc. But Google remains the most popular platform for businesses and marketers because it offers greater reach. Research shows there are over 9 billion daily searches on Google, and the search engine giant has a near-monopoly on the market with a 86 percent market share.

While there has been a recent shift towards inbound marketing approaches, the effectiveness of PPC campaigns cannot be ignored. These campaigns help businesses target customers who were previously unaware that their business existed. It’s a fantastic way to generate leads and revenue.

If your agency doesn’t offer PPC campaigns, you’re missing out on an effective way to help your clients achieve their desired marketing objectives. Partnering with a white label industry leader like Rocket Driver can help your agency. Rocket Driver is a white label digital marketing agency that offers white label social media marketing and PPC services. Their innovative and unique solutions have helped numerous agencies become established players in the digital marketing industry.

Impressions

Impressions are an important metric to track because they help your agency learn how many times an advertisement was shown on a search result page or the Google network. It refers to the number of times users see your client’s advertisement when searching on Google. It’s important to note that impressions don’t necessarily mean unique views because the same users can often see the advertisement multiple times.

In addition, while your client’s advertisement might appear on a search result page, users might not necessarily see it. They could skip the ad, close the browser tab, or scroll past it.

Despite these shortcomings, impressions are still valuable because they give you an idea of how many users an advertisement reached.

Clicks

Tracking clicks is important because they often lead to conversions. Even if a click doesn’t necessarily translate to a conversion, it still means that users visited your client’s website.

They occur when a user clicks on any linked text within your advertisement. This linked text is usually included as a call-to-action button that redirects them to your client’s website, helping them explore your client’s offerings.

It’s crucial to remember that if a user clicks on your client’s advertisement but cannot access their website because of 404 errors, Wi-Fi issues, and other problems, Google will still record the engagement as a click.

Average cost-per-click

Average cost-per-click is another important metric. It’s calculated by dividing the amount you or your client have spent on the ad campaign by the total clicks.

Well-optimized Google Ads campaigns usually have declining cost-per-clicks over time. This metric is also beneficial because it helps your agency determine if the campaign is performing well or requires adjustments.

Return on ad spend

Agencies must also track return on ad spend because it helps them determine if the marketing campaigns they’re running for clients are worthwhile. It’s important to note that return on ad spend is affected by various factors, including your client’s industry, product offerings, and brand identity.

For instance, return on ad spend will significantly vary for clients offering tech products and operating in the fast-food industry.

Conversion cost

Every PPC campaign aims to convert the target audience into customers. Running Google Ads campaigns is unfeasible if your agency cannot properly target and convert the client’s ideal audience into sales or subscriptions.

Conversions will vary for businesses depending on their offerings and industry. For instance, if your client operates a fitness studio, they’ll be striving for memberships through these Google Ads campaigns. If your client operated an online T-shirt store, they would want to sell as many T-shirts as possible.

Monitoring and measuring conversion costs is crucial because it helps your agency determine how much it costs to get the desired result the client wants. Let’s assume you run a Google Ads campaign for a client operating a subscription-based meal box business. The campaign costs approximately $1000 for 1000 clicks. Those 1000 clicks generate 25 conversions. Calculating the conversion cost for this campaign would require you to divide the total ad spend by the number of conversions. Therefore, you’ll have spent $40 per conversion.

Conversion costs differ for businesses based on industry and niche. A $40 conversion cost might be excellent for a meal box subscription business, while a $10 conversion cost might be excessively high for an online shoe store.

Conversion rate

Conversion rates show how often clicks or other interactions prompt conversions. For instance, a user might click on an advertisement you created for a client. However, they might not purchase the product or sign up for your client’s subscription. As a result, these users clicked on the advertisement and were engaged, but it wasn’t enough to convert them into customers. Such engagements highlight potential problems within the conversion funnel. Determining the conversion rate can help your agency determine if the funnel is working well or needs adjustments.

You can calculate the conversion rate by dividing the total conversions by the total clicks for a campaign.

Clickthrough rate

Clickthrough rate (CTR) is another vital metric you must use. It helps you evaluate the effectiveness and relevance of an advertisement. In addition, tracking the clickthrough rate is crucial because it shows how often users click on your client’s advertisements.

Determining the clickthrough rate for an advertisement is straightforward. It requires dividing the total clicks by the impressions. Since clickthrough rate is typically presented as a percentage, you’ll have to multiply the result by 100.

Advertisements with compelling copies usually have higher clickthrough rates because they convince users to follow through on what they’ve just read. Engaging advertisement copy usually requires using emotional triggers, targeting local audiences, and sounding natural for optimal results.

As the clickthrough rate varies based on industries, determining a good clickthrough rate can be challenging for agencies. An extensive survey determining the average clickthrough rates shows that the result was approximately 3.17 percent across all industries in 2021. Some industries also had higher clickthrough rates than others. For instance, Arts and Entertainment businesses had an average CTR of 10.67 percent, while legal services had a dismal 3.84 percent CTR.

While clickthrough rate is incredibly important, it’s not the only metric your agency should track to determine if ads are performing well. Various factors can affect CTR, including the bid, competition, page position, target audience, etc.