When it comes to Digital Marketing, the Pay-Per-Click component of Search Engine Marketing is key to generating leads.  

Here are five metrics to look at that will help you dial in your Google Ads Campaigns. 

This is a more advanced read for people and companies who are beyond the starting point.

1 – START WITH YOUR QUALITY SCORES
All of these metrics are focused on looking at key words under your ad groups.  You can add the Quality Score metric to your report and get a ranking from 1-10.  The higher the quality score, the better your campaign is doing in regards to that specific key word or phrase.  

Our advice:  Hone in on any keyword that has a quality score under 7.  You’ve now identified which ones to focus on improving.

2 – LOOK AT AD RELEVANCE
Under the same view, you can add “Ad Relevance” which will tell you if your ad is exactly that, relevant to the keyword or phrase you’ve selected.  The rankings you can receive are either ‘below average’, ‘average’ or ‘above average’.  

Our advice: Any ad that is below average should be fixed immediately.  To make it super specific, don’t forget ad extensions and callouts.  These can add an element of personalization that will help you be more direct with people searching for your key word.

3 – LOOK AT LANDING PAGE EXPERIENCE
This metric will tell you if the webpage you’re sending to is making an impact on people who are clicking the ad.  So if you’ve picked “Corvette’ as the keyword and the ad is about “Corvette Racing” and then you send them to a landing page that is focused on fishing boats … well you get the idea.  

Our advice:  If your keywords have solid impressions along with an average or above average ad rating, but you’re landing page is below average, complete a UX assessment on the page and make it more relevant.

4 – LOOK AT YOUR SEARCH LOST IS RANKINGS
This is a metric we look at at the ad group level and it should correlate to these other metrics we’ve talked about.  If these are high, it could be as simple as you’re not spending enough to having to dig into the points from above.

Our advice: This is important, but this is a metric we look at only if we’re seeing low performance or no conversions across the board.  

Search Lost IS (rank) shows the percentage of time you are NOT showing up in search results.

5 – REMEMBER THAT CONVERSIONS ARE KING
Many marketers like to say, “Let’s let the data tell us what is going on.”  We agree.  Sometimes, though, even with all the analytics in the world things are more simple than they seem.  With all campaigns we run, there is always a few keywords that have low quality scores and everything else, yet they produce lots of conversions.  In those cases, we just leave it alone.  


Good luck out there!

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