When analyzing a Google Ads campaign for a local business, some key performance indicators (KPIs) to look at include:
- Click-through rate (CTR): This measures the number of clicks your ads receive compared to the number of times they are shown. A high CTR indicates that your ads are relevant and appealing to users.
- Cost per click (CPC): This measures how much you are paying for each click on your ads. A lower CPC indicates that your ads are more cost-effective.
- Conversion rate: This measures the number of conversions (such as phone calls or website purchases) divided by the number of clicks on your ads. A high conversion rate indicates that your ads are effectively driving desired actions from users.
- Bounce rate: This measures the percentage of visitors to your website who leave after only viewing one page. A lower bounce rate indicates that your website is providing a good user experience and that the ad is relevant to the user.
- Impressions: This measures how many times your ad was viewed.
- Quality score: This measures the quality and relevance of your ads, keywords, and landing pages. A high quality score can lead to lower CPC and better ad placement.
- ROI: Return on investment, this is the most important metric, it measures how much money you are making compared to how much money you are spending on the campaign.