Success with Search Ads: 3 Key Metrics to Watch and Improve

Humza Tasleem

Feb '24 (edited) • Lead Generation

Keep an eye on the following metrics 👀:

👉𝗖𝗧𝗥 (𝗖𝗹𝗶𝗰𝗸-𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗿𝗮𝘁𝗲)

✅ 𝗜𝗳 𝘆𝗼𝘂𝗿 𝗖𝗧𝗥 𝗶𝘀 𝗹𝗼𝘄, 𝗶𝘁 𝗺𝗲𝗮𝗻𝘀 𝘆𝗼𝘂𝗿 𝗔𝗱𝘀 𝗻𝗲𝗲𝗱 𝗶𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁.

➡️ Usually, a high CTR means your Ad generates interest and engages your audience.

➡️ It signals to Google that your Ad fits your audience's search query perfectly.

➡️ As a result, your Ad receives a high-quality score.

👉𝗖𝗢𝗡𝗩𝗘𝗥𝗦𝗜𝗢𝗡 𝗥𝗔𝗧𝗘

✅ 𝗜𝗳 𝘆𝗼𝘂𝗿 𝗖𝗧𝗥 𝗶𝘀 𝗴𝗼𝗼𝗱, 𝗮𝗿𝗼𝘂𝗻𝗱 𝟯-𝟭𝟬% 𝗼𝗿 𝗺𝗼𝗿𝗲, 𝗯𝘂𝘁 𝘆𝗼𝘂𝗿 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗥𝗮𝘁𝗲 𝗶𝘀 𝗽𝗼𝗼𝗿, 𝗶𝘁 𝗺𝗲𝗮𝗻𝘀 𝘆𝗼𝘂𝗿 𝗔𝗱𝘀 𝗮𝗿𝗲 𝗶𝗻 𝗼𝗿𝗱𝗲𝗿 (𝗰𝗼𝗻𝗴𝗿𝗮𝘁𝘂𝗹𝗮𝘁𝗶𝗼𝗻𝘀), 𝗯𝘂𝘁 𝘆𝗼𝘂𝗿 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲 𝗻𝗲𝗲𝗱𝘀 𝘁𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲.

➡️ Conversion rates vary among different industries.

➡️ The best rule is to aim for 3%-10% the industry average.

➡️ BTW, switching up the CTA buttons alone won't make you above average (just like you once found out tooth fairies aren't real).

➡️ And work on other elements (do you want to know which ones?) that actually make you better than most other businesses.

👉𝗖𝗢𝗦𝗧 𝗣𝗘𝗥 𝗔𝗖𝗧𝗜𝗢𝗡 (𝗖𝗣𝗔)

✅ 𝗜𝗳 𝘆𝗼𝘂𝗿 𝗖𝗧𝗥 𝗮𝗻𝗱 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲𝘀 𝗮𝗿𝗲 𝗹𝗼𝘄 𝗮𝗻𝗱 𝗖𝗣𝗔 𝗶𝘀 𝗵𝗶𝗴𝗵, 𝘆𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱 𝗿𝗲𝘁𝗵𝗶𝗻𝗸 𝘆𝗼𝘂𝗿 𝗲𝗻𝘁𝗶𝗿𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆.

➡️ Aim to keep your Quality score high and lower your CPA.

➡️ However, there is a catch: your CPA should not be low enough to slash the quality and volume of your leads.

If you notice your metrics,

➡️ A low CTR

➡️ Poor Conversion range

➡️ A high CPA

Deviating away from the result-generating range, that's when your campaign could use a helping hand.

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