Webinar recap – 6 PPC Metrics You Need to Master For Success

Thank you for joining our webinar this week on paid search advertising. In order to lead a successful paid search program, you need to monitor key metrics in order to maximize your investment, draw quality conversions, and optimize your ad spend.


Let’s look at a few key best practices we discussed in the session today:


Q: What is landing page optimization?

A: First of all, is your call-to-action obvious? Are your headlines drawing customers to stay on the page? According to David Ogilvy, five times as many people read the headlines as read the body copy. So unless your headline sells your product, you’ve wasted 90% of your investment. Be sure to include one clear and simple call-to-action that is presented in a clean user interface with an intuitive form-fill-out.


Q: What is average rank?

A: 1st position is not always the best position for your specific goal. Average rank is your ad’s average position on a search engine during a period of time. Average rank is important because as you rise in rank, you aggregate a larger volume of clicks. For a higher position, advertisers do pay a premium to get to ensure they are displayed in the top spot.

Rank is most useful on the search network and not as beneficial on the Google Display Network (GDN). Bidding up on the GDN can actually make your average rank go down! This is because you are now eligible for new search auctions and you are eligible for placement on new GDN sites.


Q: What are actions per impression?

A: This is a great metric for testing ad copy. Actions per impression are your actions divided by the number of impressions your ad receives. It combines both click-through rate (CTR) and conversion rate (CVR) into a single metric. This helps reconcile problems on uneven ad serving. Remember to set ad serving to “even” for proper testing!


Q: What is quality score?

A: This is one of the most important metrics on your account. Quality score is the measurement of relevancy to determine your ad performance and cost on Google.

It is based on the following:

1. Ads

2. Keywords

3. Website

And affects 3 main elements:

1. Costs

2. Ad eligibility 

3. Ad position 

The metric that carries the most weight in determining your quality score is CTR. The higher CTR you have, the higher quality score you will achieve. Google recognizes how relevant your user’s query is to your ad and will highlight any words from the query on your ad copy in the search results. This will enhance the level of user attention to your ad to provoke a click. If you achieve a high quality score, Google will reward you with a lower cost-per-click (CPC).


Q: What is impression share?

A: Impression share represents the percentage of times your ads were shown out of the total available impressions you ads were eligible to appear for.  You can lose impression share due to budget restraints. If you budget cap is set too low, your ads will stop serving early in the day. This is something you can fix it! Adjust your bids so that you are no longer hitting your cap or you can increase your cap by moving some of your spend from another ad group to that particular ad group.


If you are particularly interested in learning more about Quality Score, we will be holding a webinar next week specifically dedicated to this metric. Please email us at ppcanalysis@webmarketing123.com to receive a copy of today’s presentation slides and register for our upcoming webinar on “Why Your PPC Quality Score is Important and How You Can Improve It“.


If you are interested in qualifying for our free PPC Ad Audit for your company’s AdWords campaign, please reach out by filling out the form on our website or emailing us at ppcanalysis@webmarketing123.com.